Chewits has transformed its confectionery offering with the most significant launch to its lineup in recent memory: Chewits Jewels.
Combining the pillowy softness of a gummy sweet with the chewiness of a classic Chewit, the pyramid-shaped, sugar-dusted chews are Chewits’ very first soft gummies, marking an exciting new chapter in their long history.
Owned by Nordic confectionery leader Cloetta, the beloved UK brand says the Jewels have also been meticulously crafted to comply with the government’s HFSS (high fat, sugar, and salt) regulations while delivering a delicious, fruity sweet that can “stand confidently against full-sugar and other HFSS-compliant items and not be perceived by consumers as reduced-sugar”.
Have they managed to do so? Initial customer surveys would suggest so, with 82% of respondents in a blind taste trial unable to tell that the Jewels were lower in sugar (WSS Product Testing Report: Chewits Fruity Jewels, Feb 2023).
Available in both Fruity and Xtreme Sour varieties, Chewits Jewels will be the brand’s new flagship product, launched with a multichannel marketing campaign touting the gems as “Chewier than real jewels. Tastier, too.”
As part of the brand’s strategic evolution to appeal to wider audiences beyond young families, the campaign harks back to the iconic Chewits ads of the 70s and 80s, reigniting the brand’s famous sense of humour with social media, influencer, out-of-home and experiential marketing, as well as a long-awaited return to the screen with their first TV ad in over 14 years.
Chewits Jewels are available now at Morrisons, WHSmith, and The Range, with more retailers launching over the coming year.
For more information about getting Chewits Jewels stocked in your stores, head to www.chewits.co.uk
