Chewits sees redesigned packaging relaunch with Chewie the dinosaur

By Jenny Eagle

- Last updated on GMT

The redesigned strawberry Chewits. Photo: Cloetta UK
The redesigned strawberry Chewits. Photo: Cloetta UK

Related tags Chewits Packaging Shelf life Cloetta UK sweets

Cloetta UK has relaunched Chewits with a brand new design across its packaging, website and social media channels, spearheaded by its brand ambassador, Chewie the dinosaur.

To celebrate the launch,​ a range of giveaways will be taking place across the Chewits social channels, with new products joining the existing range later this year. 

Core audience

chewy 3d sticks bcurrant, sberry, fsalad
The old Chewits packaging

The newly designed product packs are in-store now and featured across all existing ranges including Chewits Chews, Chewits Xtreme, Chewits Juicy Bites and Chewits Laces & Wands.  

Sarah McDermott, brand manager, Cloetta UK, told ConfectioneryNews, Chewits was first produced in the UK in 1965 and the brand is well recognised thanks to the famous ads over the years featuring the iconic ‘Chewie’ the Chewitsaurus. 

Chewie made his first appearance in 1976, as part of a series of “Monster Muncher” adverts, including an ad voted most iconic in Chewits 50th anniversary year in 2015. 

Chewits is known and loved by people of all ages but our core audience are families with children​,” said McDermott.

The current Chewits design has been in place for over 10 years. As a result of consumer research, we felt a new design was needed to re-engage consumers that remember the brand from their childhood as well as attract new consumers to try the chewy sweet​. 

The brand redesign took 18 months and consumer research was fundamental to the process, to understand how the current visual identity of the Chewits brand scored amongst our target audience​. 

Looking at the familiarity and uniqueness of our current brand assets, we were able to create a design that not only appeals to existing consumers but to a new generation of consumer​.”

Brighter colours

McDermott added, the redesigned packaging has brighter brand colours to help consumers find their favourite flavour, with bold fruit icons on pack.

The contemporary design will give the range greater standout on shelf and allow the brand to be identified more easily by consumers​,” she said.

Nutrition and calorie information is important for our target audience in their choice of sweets. Compared to other Chewy stick packs on the market, Chewits calorie content is low at 11.3 kcals per chew so we have now highlighted this on individual sweet wraps to raise awareness​.

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We have also introduced individual flavour colour wraps to improve flavour selection in our chewy mix sharing bags​.”

Chewits mascot ‘Chewie the chewitsaurus’ scored highly in the consumer research so the cheeky and entertaining dino will continue to be an integral part of the Chewits brand and feature on packaging and in marketing communications.

Cloetta UK was created in 2017 through Cloetta AB’s acquisition of Candyking, a confectionery company managing the marketing and distribution within the UK for Chewits, The Jelly Bean Factory and CandyKing. 

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