Cloetta is looking to drive growth in the single impulse category with a burst of new flavours. Chewits 30g stick pack range will now include Blue Raspberry and Cherry lines (both rrp 49p), while the Xtreme range welcomes the addition of Sour Lemon and Sour Cherry flavours (both rrp 49p for 34g). This is the first time in over 10 years that new flavours have been added to the core stick pack range. All new lines are suitable for vegetarians.
The launch will be supported with a paid and organic social media campaign focusing on brand heritage, plus the ongoing divide between consumers’ sweet and sour preferences.
Cloetta claims that the sugar confectionery market is growing at 1.1% year on year and is currently worth £1.07bn [IRI MarketPlace | Total Market Unit Sales | 52wks 13-06-21]. The firm claims that single impulse lines were hit hard by the pandemic, but still account for 36% of category sales (ibid).
Cloetta’s Sour Xtreme stick pack, which launched in 2000, is the UK’s number one selling sour stick pack (ibid). The company claims that sour flavours currently account for the largest portion of sugar confectionery growth (41%), so the new Xtreme flavours signify an opportunity for growth.
The new lines are listed in Nisa and Spar and are available through Bestway, Unitas, Parfetts and Sugro.
Sarah McDermott, senior brand manager at Cloetta UK said: “We want to replicate the success we had from the launch of our new product formats last year by building on our heritage and driving growth of our classics. We hope to see these fabulous new flavours become firm favourites like Strawberry, Fruit Salad and Sour Apple”.
Chewits recently expanded into the bonbon and hanging bags categories in 2020 with the introduction of Juicy Bites, Xtreme Sour Bites, Xtreme Sour Apple Laces and Fruity Twists.