Chewits gets its teeth into non-food

Chewits is looking to extend the brand into non-food products such as clothing and accessories after seeing the success of similar strategies by rivals such as Vimto and Tango.

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Sweets maker plans to extend the brand into non-food categories to exploit double-digit growth.

It will also extend into complementary food categories including ice-cream, cakes, cookies, yoghurt and jelly later this year.

The move comes after the brand’s owner Leaf UK agreed a licensing deal with Beanstalk. The aim is to exploit the nostalgia parents have for the 50-year-old brand.

Hollie Roberts, marketing manager at Leaf UK, says: “For us the strategy is about how we can leverage our heritage and use current demand for nostalgia brands to really stretch our product into adjacent food and non-food categories.

“We’ve seen other brands such as Tango and Vimto moving into other categories and we’re encouraged by that. There’s also a lot of momentum behind the brand both in terms of sales and oinline engagement so now is definitely the right time to make the move into brand licensing”, she adds.

Britivic launched a range of shower gels under the Tango brand last month while Vimto has branched out into branded sweets.

The brand claims it has seen double-digit growth in recent years and is ranked one of the top 50 FMCG Facebook brands in the U.K, with over 300,000 Facebook fans. Sales grew 24 per cent year-on-year for the year to 31 October 2012.

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