Leading Confectionery Brand Signs New Licensees in Programme Developed by Beanstalk

Leading confectionery company Cloetta, formerly known as Leaf UK, today announced Kimm & Miller and Hachette Partworks as its first two licensing partners for much loved British confectionery brand Chewits. The new agreements mark the kick-off of a strategic licensing programme, developed by Chewits’ exclusive brand licensing agency Beanstalk, and coincide with the brand showing double digit growth ahead of the chewy sweets category (Nielsen June 2013).

Kimm & Miller is to develop a range of gift and gift-set items, co-packed with the Chewits confectionery product. The début collection will leverage iconic artwork from the Chewits archives. This includes some of the brand’s most famous packaging and advertising imagery, such as the celebrated brand mascot, “Chewie the Chewitsaurus,” which rose to nationwide fame when appearing in the legendary “Monster Muncher” adverts in the 1970s. An exclusive selection of product will launch at UK retail for Christmas 2013, with a major roll-out for the range in 2014.

Hachette Partworks will create a Chewits edition of its renowned 30 Best Loved Recipes book series, which shows consumers how to transform their food and confectionery favourites into delicious easy-to-make dishes to cook at home.

Ciarán Coyle, President of Beanstalk, Europe & Asia Pacific, says, “We are delighted to start off the Chewits licensing programme with two very strong and experienced licensees. Kimm & Miller has a proven track record of developing high-quality licensed gift ranges, particularly for food and beverage brands, making them an ideal partner for such an iconic confectionery brand as Chewits. Similarly, Hachette Partworks’ book collection has gained nationwide recognition for its innovative idea to transform customers’ favourite foods into fun and easy everyday recipes. The new licensed extensions will offer Chewits fans the opportunity to experience the brand in new and creative formats.”

Hollie Kozakiewicz, U.K. Consumer Marketing Manager at Cloetta U.K. comments, “We warmly welcome Kimm & Miller and Hachette Partworks to the Chewits licensing programme and look forward to expanding our reach in new and inventive categories. The gift ranges give our fans the opportunity to share their favourite confectionery brand with family and friends, and we are especially excited about some of the sets featuring original Chewits sweets which tap into the current trend for nostalgia. We are also thrilled by the prospect of translating our most celebrated flavours into easy-to-make dishes through such an accessible format as the 30 Best Loved Recipes books.”