Launched in 1965, Chewits is the UK’s number one chew stick in both value and units. Renowned for its chewy texture and range of great fruit and sour flavours, Chewits is now expanding its range with the launch of four new products in stores from today; Juicy Bites, Xtreme Sour Bites, Xtreme Sour Apple Laces and Fruity Twists.
Despite little innovation in the bonbon category in recent years, the UK market is worth over £7m and goes from strength to strength with 5.7% year on year growth1. Chewits aims to capitalise on this sector’s strength with its new range of bonbons – featuring its much-loved chewy texture and quality flavour but with a difference!
The mouth-watering Chewits Juicy Bites will deliver delicious chewy bonbons bursting with a juicy centre, available in strawberry and blue raspberry flavours. For those with a sour-side, the Xtreme Sour Bites are mini chewy bonbons in a mix of sour apple and lemon flavours, for that extra ‘bite’.
Both Chewits’ Juicy Bites and the Xtreme Sour Bites are suitable for vegetarians with no artificial colours and flavours and provided in shelf-ready 145g resealable, price-marked hanging pouches, RRP £1.
Chewits is also looking to shake things up in the hanging bags category, which currently contributes to 60% of sales in the UK sugar confectionery market, growing 5% year on year.
The new Xtreme Sour Apple Laces and Fruity Twists are exciting new chewy formats for the brand, whilst keeping Chewits’ world famous chewy texture in its favourite, quality flavours.
Both the Xtreme Sour Apple Laces and Chewits’ Fruity Twists are suitable for vegans with no hydrogenated fats or artificial colours. They come in price-marked and shelf-ready, 200g hanging bags.
All of the new product ranges are available nationwide through wholesale, independent and convenience store channels only in 2020, with plans to expand into large grocery chains in 2021.
Current wholesalers include: Unitas, Bestway and Booker
Nationwide retailers include: Nisa, One Stop, Spar and Costcutter.
Brand mascot, Chewie the Chewitsauraus will also unleash the new taste adventures through a ‘space-themed’ national marketing campaign including organic and paid activity online, through social media and PR.
Speaking of the products and expanding into new markets, Sarah McDermott, Brand Manager at from Cloetta UK commented:
“We are over the moon to bring these new products to market. This is our first innovation for many years and we feel these new sharing product formats from Chewits will add some excitement and innovation to these confectionery categories.
With a strong heritage in the confectionery industry, Chewits has been the number one chew stick in the UK for many years. Now we feel the time is right to broaden our appeal, by expanding into new category segments and offering more products with our popular chewy texture and great range of fruity flavours.”
