Raspberry chewits

Confectioner Leaf is expanding its Chewits brand with a new pocket-money priced format.

Chewits Mini Whips are confectionery ‘laces’ sold in packs of eight (rsp: 20p) in two flavours, raspberry and lemon.

“The sugar confectionery category has seen steady growth over the past year due to innovation within the market and we are sure Mini Whips will be a hit with consumers and retailers,” said Leaf commercial director Stuart Lane.

The launch will be supported by online advertising and social media activity via the Chewits Facebook page.

In February Leaf took  Chewits into the bubblegum category with Chewie Gum, which has a hard shell similar to a gobstopper and is aimed at eight to 11-year-olds. It is sold in shelf-ready packaging containing 12 flip-top packs (rsp: 39p) that are designed to be used on-the-go and shared.

Leaf has also said it is looking to expand Chewits, which has grown 21.6% year-on-year to £8.4m on volume sales up 14.6% [Nielsen 52 w/e 13 October 2012] into new categories including ice cream, cakes and cookies through licensing deals.