Confectioner Leaf UK is looking to expand its fast-growing Chewits brand into new categories.
It has appointed licensing agency Beanstalk to secure deals that would take the brand into categories such as ice cream, cakes, cookies, yoghurt and jelly. Leaf said it had already received interest over health & beauty and clothing opportunities.
Chewits, created in the UK in 1965, has grown 21.6% year-on-year to £8.4m on volume sales up 14.6% [Nielsen 52 w/e 13 October 2012].
“Having invested heavily in design and social media, the Chewits brand has been experiencing great momentum and we are confident the time is right to make the strategic move into brand licensing,” said Leaf UK.