Sweet memories

Names and tastes from the past – brought up to date – aim to be perfect sharing option for modern families

Chewits Xtreme gives an established brand a new, up-to-date option – complete with a zingy flavour and strong social media presence.

NOSTALGIC parents planning a big night in with their children – or grandparents treating their grandchildren – are likely to pick up a name they remember fondly from their own salad days, says one of the biggest names in sugar confectionery.

Bev Seymour, trade marketing manager at Cloetta UK, brand owner of Chewits, said: “Chewits has a strong and loyal following from both adults and children, and consistently achieves high repeat sales.
“Nostalgia remains an important emotional driver with older consumers. They remember our iconic adverts and are more likely to pick up a confectionery treat that they remember from their own childhood, either for themselves or for their children and grandchildren.
Seymour stresses that the brand has stayed up-to-date with new flavours and packs designed for big nights in, such as 180g and 120g share bags of Chewmix and Xtreme Chewmix.
The company’s current consumer marketing work centres on its Chewie the Chewisaurus character. Chewits also has more than 450,000 Facebook fans and uses the influential website Mumsnet to engage with parents online.

Swizzels says its Sweet Shop Favourites tin is showing strong growth and is popular with big-night-in shoppers

• Price-marked bags play a big role in the big night in, according to another retro sweets company, Swizzels.
“PMPs make it easy for customers to work out how much they can spend,” said a company spokesperson. “The Loadsa PMP range offers consumers range, variety and value for money.”
Swizzels suggests its strongest growth is from the Sweet Shop Favourites tin which it says is “perfect for family sharing”.
Its other strong performers are Bumper Bag, Lots of Lollies and Chew Crew. “These bags bring together popular brands from Swizzels. An on-pack promotion allows consumers to collect tokens for a limited-edition Swizzels house tin which is perfect for storing Swizzels sweet treats in the home,” the spokesperson added.
Sharing bags of Squashies, the newest range, are also aimed at big-night-in customers.