Cloetta hopes Chewits fans will scream for ice-cream this summer, with the return of the flavour to its portfolio.
The firm said it had been bombarded with requests to bring back Ice Cream flavour Chewits from loyal followers on its social media pages, blogs and offlline letters.
Cloetta is working with Bobby’s Foods, which will be exclusively selling Ice Cream single cases to their 20,000 retailers customers from this month.
Bev Rushbrook, Commercial Manager at Cloetta UK, said: “Confectionery is a vibrant category and it’s important that as a brand we keep evolving, keeping the consumer at the heart of what we do from innovative NPD, through to engaging with them in our marketing activity and social media pages.
“Ice Cream flavour Chewits consistently tops our favourite flavour polls by our half a million Facebook fans despite it not even being in the range. And recently demand for Ice Cream Chewits has been so high that we couldn’t ignore it.
“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/ grandchildren.
“We will be supporting the launch of Chewits Ice Cream by taking Chewie the Chewiesaurus on the road with a big sampling campaign at tourist and seaside locations across the UK, as well as running a number of consumer competitions and pushing Ice Cream on our social media platforms.
“It’s a very exciting time for us here at Cloetta. We’ve listened to our consumers in bringing back this blast from the past and we’ve got the right partner in Bobby’s to ensure we drive distribution in an important channel.”
