The Leaf-owned brand has overhauled its pick'n'mix Sweet Shop portfolio in an effort to take greater advantage of the demise of Woolworths. The revamp includes ditching six SKUs to make room for eight new variants.
Chewits is also growing its core products portfolio with Chewits Bites, a mixed Chewits bag containing the most popular flavours. A new cola flavour is also joining the traditional Chewits stick pack range (rsp: 30p).
The activity forms part of a new strategy to target the multiples, where sales have been flat, said commercial director Stuart Lane. "Our heartland is in independents and wholesale where sales are in double-digit growth. This is the right time to build on our business in the multiples, a sector with great potential since the demise of Woolworths," he said.
The company will continue with its sports-led marketing, which had been "very successful" last year, added Lane.