Cloetta UK launches Chewits’ first-ever chewy gummies

Chewits has shaken up its confectionery offering with the biggest 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, heralding a 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 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”.

Initial customer surveys suggest that they have managed to do so, with 82 per cent 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 to the fanfare of a multichannel marketing campaign touting the gems as “Chewier than real jewels. Tastier, too.”

As part of the brand’s strategic maturing to appeal to wider audiences beyond the 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.