Chewits Licensing Programme Expands with Candles and Scented Products BRANDORA Editorial Staff - May 2014

 
Leading Confectionery Brand Grows Licensing Programme Together with Beanstalk

Leading confectionery company, Cloetta, has announced RTC Direct as the newest licensee to join the licensing programme for iconic chewy sweets brand Chewits, in an agreement developed by the brand’s exclusive licensing agency Beanstalk.

RTC Direct will develop candles, air fresheners and air diffusers that capture the distinct scent of Chewits’ signature flavours such as strawberry and “xtreme” sour apple. The launch collection will be available at UK retail for autumn 2014.

Lisa Reiner, Managing Director of Beanstalk Europe and Asia Pacific, says, “We are delighted to welcome RTC Direct to the Chewits licensing programme. 2014 is an exciting year for the brand as the début extensions in gift, publishing and home fragrance roll-out at retail creating new ways for Chewits fans to enjoy their favourite confectionery brand. The Chewits candles collection interprets the brand’s unique flavours into scents that will sweeten every room.”

Hollie Kozakiewicz, Consumer Marketing Manager at Cloetta UK, comments, “We are thrilled at the prospect of expanding Chewits into the home fragrance category and have been very impressed with RTC Direct’s thoroughly professional approach and passion for great product with accurate scent. The category allows us to harness the scent of the core Chewits range and leverage it into a tangible consumer offer that gives fans additional opportunities to interact with the Chewits brand in a fun new way.”