History of the Brand

Chewits was first launched in the UK in 1965. Originally the core range consisted of Strawberry, Blackcurrant, Orange and Banana but over the years more exotic flavours such as Ice Cream, Cola, Rhubarb & Custard and Blue Mint have been experimented.

The core range now consists of Strawberry, Blackcurrant, Fruit Salad and Orange. See our list of products for the full Chewits range.

In the late 1960's, export trading of Chewits began mainly to Scandinavia and the Middle East. With the growth in new 'emerging markets', the brand has made geographical headway, becoming the brand leader in various countries.

Based on history and tradition, Chewits today is a brand people have grown up with, often their first candy purchase ever. It has always been a fun brand, providing both children and adults with value for money.

The brand character, Chewie the Chewitsaurus, first appeared in a TV commercial in 1980. Today he is an integral part of the brand identity acting as a spokesperson for Chewits. Although his appearance may have changed slightly, he is still very popular with the kids of today. His original name was 'The Muncher' and only changed to Chewie in 1990.

In the UK, Chewits main competitors include Starburst, Rowntrees Fruit Pastilles and Skittles with children aged 7-14 years. Brand awareness amongst target consumers rates as high as 94%, with retail distribution exceeding 85%.

Apart from the UK, current markets include Ireland, Sweden, Poland, Russia, the Baltic’s, Australia and New Zealand, the Middle East and Canada.