CHEWY sweet brand Chewits is price-marking two of the sharing bags in its Chewmix ranges at £1, in response to demand for big-night-in, sharing sized confectionery.
The company says the fruit chewy sweets category is particularly buoyant in the UK, currently valued at £135m. Bev Seymour, trade marketing manager at Chewits, said: “It has seen exceptionally strong year-on-year growth – 9% value and 5% volume – performing ahead of total sugar.”
The two varieties in the 125g bag are Chewits Chewmix (flavours from the core range including Strawberry, Blackcurrant and Fruit Salad) and Xtreme Chewmix (Xtreme Sour Apple and Xtreme Sour Tutti Frutti).
Seymour said: “With the current economic climate still leaving consumers cautious in their spending, they are staying in to save as well as shopping around.
“For retailers, PMPs are critical in achieving positive price perceptions in store with 94% of consumers saying they would buy a PMP confectionery multipack from a c-store and 48% saying 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 fuel further growth.”
