Chewits is celebrating its 40th birthday in a manner typical of those approaching middle age - by trying to regain its youth.
Leaf UK hopes to invigorate the brand by reintroducing old favourites back into the range.
Orange Chewits return to the nation next month after nearly a 20-year absence. Ice cream flavour, which Leaf stopped producing for the UK in the 90s but still sells in Russia, and mint, which was discontinued in the UK at around the same time, are also both set for a return.
The orange version is back for good, while ice cream and mint are likely to be limited editions
which will be launched for the autumn.
The company has also introduced new pack designs, with the Chewits logo increased in size by 30%, and new recipes that include fruit juice. The aim is to grow the brand from £20m to £30m by 2008.
To attract an older age group, Leaf is also launching Xtremely Hot Lime Chewits next month (rsp: 35p), aimed at 11 to 14-year-olds.
“Children are not loyal to any brand, so NPD has to be cool. Hot Lime gives great flavour sensations in the mouth and give a sense of challenge to attract older kids,” said managing director Tony Camp.
The launches are being backed by a TV campaign starting on May 30 for both the standard and Xtremely Sour products. A promotional drive, featuring Chewie the dinosaur, will support the event, visiting 50 Asda and 50 Tesco stores, cash and carries and forecourts.
Stefan Chomka
Leaf UK hopes to invigorate the brand by reintroducing old favourites back into the range.
Orange Chewits return to the nation next month after nearly a 20-year absence. Ice cream flavour, which Leaf stopped producing for the UK in the 90s but still sells in Russia, and mint, which was discontinued in the UK at around the same time, are also both set for a return.
The orange version is back for good, while ice cream and mint are likely to be limited editions
which will be launched for the autumn.
The company has also introduced new pack designs, with the Chewits logo increased in size by 30%, and new recipes that include fruit juice. The aim is to grow the brand from £20m to £30m by 2008.
To attract an older age group, Leaf is also launching Xtremely Hot Lime Chewits next month (rsp: 35p), aimed at 11 to 14-year-olds.
“Children are not loyal to any brand, so NPD has to be cool. Hot Lime gives great flavour sensations in the mouth and give a sense of challenge to attract older kids,” said managing director Tony Camp.
The launches are being backed by a TV campaign starting on May 30 for both the standard and Xtremely Sour products. A promotional drive, featuring Chewie the dinosaur, will support the event, visiting 50 Asda and 50 Tesco stores, cash and carries and forecourts.
Stefan Chomka
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