Chewits has launched £1 price flashes across Chewits Chewmix and Xtreme Chewmix 125g packs.

The fruit chewy sweets category is particularly buoyant in the UK, currently valued at £135m. It has seen exceptionally strong 9% value and 5% volume year-on-year growth, performing ahead of total sugar, claims Cloetta.

“The tough economic climate has really been driving the growth of the Big Night In category. We’re seeing more families spending time together on the sofa,” said trade marketing manager Bev Seymour. “Added to this consumers are spending more time than ever before shopping around for savings, so price marked packs are an effective way to reassure them they have a product that offers value whilst helping to gain brand loyalty.

“For retailers, pricemarked packs (PMPs) are critical in achieving positive price perceptions in store with 94% of consumers saying they would buy a PMP confectionery multipack if available from a c-store and 48% of people believe PMPs would encourage them to switch from a preferred brand to a different brand.

“Chewits are already achieving 28% year-on-year growth, making it the fastest growing brand in the chew category and we are confident that our price marked packs offer exceptional value for consumers and will fuel further growth for the brand.”

Chewits Chewmix contains favourites from the core range including strawberry, blackcurrant and fruit salad, and Xtreme Chewmix includes a combination of Xtreme sour apple and Xtreme sour tutti frutti flavours.