It has introduced Chewits-branded ‘Chewie Gum’ in three flavors: Tropical, Strawberry & Banana and Lemon.
Leaf said that the gum sector in the UK was lacking in investment and innovation, but the bubble gum market was growing.
Stuart Lane, commercial director for Leaf, said: “With the hard bubble gum sector in such significant growth, despite the lack of investment, there is a real opportunity to drive incremental sales through innovation within this market.”
Leaf claims its Chewits brand has experienced value growth of +20%, +7% ahead of the category.
‘Chewie Gum’ will be aimed at 8-11 years olds and will carry a 39p recommended retail price. The gum will come in ‘pocket’ flip top pack formats, which Leaf said would allow children to share the product and carry it on the move.