Chewits
Encyclopedia
Chewits is the brand name of a chewy, cuboid-shaped, soft taffy
sweet manufactured by Leaf International
.
, but after the closing of the factory in 2006 manufacture was moved to Slovakia
. The original flavours consisted of Strawberry, Blackcurrant, Orange and Banana. Over the years more exotic flavours such as Ice Cream, Cola, Rhubarb & Custard, and Blue Mint were introduced as limited edition flavours. In 2000 sour flavours, Apple and Tutti Frutti were launched, other fizzy and hot flavours were available for a limited time. New Chewits pack designs, formats and flavours were launched in 2009. Currently Chewits core flavour range includes Strawberry, Blackcurrant, Fruit Salad, Ice Cream, Cola and Orange.
Ice Cream Chewits, originally released in 1989, were re-introduced in 2009 following an online petition and demand expressed on Facebook and Bebo.
Bus Depot, a London block of flats, London Bridge
, the Taj Mahal
, the Leaning Tower of Pisa
, and the Empire State Building
. The 'Monster Muncher' could only be quelled by a pack of Chewits.
A spin-off computer game, The Muncher, was released for the ZX Spectrum
in 1988.
The original adverts used claymation special effects, similar in style to those made famous in the movies of Ray Harryhausen
. They also included a voiceover style reminiscent of a 1950s radio serial.
A subsequent advertisement, originally aired in 1995, plays on the over-the-top advertising style of the post-war era. To the tune of bright 1950s era orchestration, a salesy narrator exhorts viewers to try a variety of chewy consumer items in the essential guide to a chewier chew. The ad shows the 'Monster Muncher' sampling items such as Wellington boots, a rubber boat and a rubber plant in order to be ready for the chewiest of chews - Chewits.
In the late 1990s, Chewits experimented with ads showing multiple news casting dinosaur puppets. The catchphrase advice at the close of each 'broadcast' was to "do it before you chew it". This style of ads was relatively short-lived for Chewits.
With a change of advertising agencies, the puppets were replaced by colourful 2D animation
s. The 'Monster Muncher' was re-introduced as 'Chewie' in two popular adverts from this time. In the first, which aired in 2000, Chewie roller skates on two buses through a busy city scene. The second, which went out a year later in 2001, shows Chewie waterskiing at a popular seaside resort. The ads included a rendition of the 1994 hit song 'I like to move it' by Reel 2 Real
, with the chorus, "I like to Chewit Chewit."
In 2003, after a further shift in advertising agencies, a new ad was aired showing a wide range of animals auditioning to be the new face of Chewits. The ad announced the return of the iconic dinosaur Chewie mascot, now dubbed 'Chewie the Chewitsaurus'.
In 2009, Chewits introduced the new Chewie the Chewitsaurus look, showing a contemporary, computer-game-style slick design. Chewie the Chewitsaurus features on all Chewits packaging and sponsorship activity.
Chewits Sports Courses, in partnership with children's coaching organisation Premier Sport, run daily during school holidays and provide sporting activity courses to approximately 125,000 children in the UK. The sponsorship is supported by sporting ambassadors Lawrence Dallaglio
, Duncan Goodhew
and Paul Sculthorpe
.
Chewits began sponsoring the Lancashire County Cricket's junior membership club, the Lancashire Thunderbolts, in February 2009.
In 2009, Chewits launched a programme to help young sporting hopefuls ahead of the London Olympics in 2012. The Chewits Young Sporting Ambassador programme provides financial support and coaching to sponsored athletes.
In 2011, Chewits partnered with Team Extreme and held an extreme sports road show to promote the Xtreme range of products.
Chewits subscribes to the Betreatwise program, a UK program that encourages people to think about the treats they eat as a part of a healthy and well balanced diet, and to use the Guideline Daily Amount
s (GDAs) on the back of packs for nutritional guidance.
Chewits are also suitable for vegetarians.
Taffy (candy)
Taffy is a type of chewy candy, similar to toffee. Taffy is often sold alongside bubblegum and candy. Taffy is made by stretching or pulling a sticky mass of boiled sugar, butter or vegetable oil, flavorings, and coloring until fluffy. When this process is complete, the taffy is rolled, cut into...
sweet manufactured by Leaf International
Leaf Candy Company
Leaf International BV is a market leader in candy, chewing gum and pastilles in Sweden, the Netherlands, Finland and Belgium and has a number two position in Norway, Denmark, Belgium and Italy. In total Leaf products are sold in more than 50 countries worldwide...
.
History
Chewits was launched in the UK in 1965. The sweets were originally manufactured in SouthportSouthport
Southport is a seaside town in the Metropolitan Borough of Sefton in Merseyside, England. During the 2001 census Southport was recorded as having a population of 90,336, making it the eleventh most populous settlement in North West England...
, but after the closing of the factory in 2006 manufacture was moved to Slovakia
Slovakia
The Slovak Republic is a landlocked state in Central Europe. It has a population of over five million and an area of about . Slovakia is bordered by the Czech Republic and Austria to the west, Poland to the north, Ukraine to the east and Hungary to the south...
. The original flavours consisted of Strawberry, Blackcurrant, Orange and Banana. Over the years more exotic flavours such as Ice Cream, Cola, Rhubarb & Custard, and Blue Mint were introduced as limited edition flavours. In 2000 sour flavours, Apple and Tutti Frutti were launched, other fizzy and hot flavours were available for a limited time. New Chewits pack designs, formats and flavours were launched in 2009. Currently Chewits core flavour range includes Strawberry, Blackcurrant, Fruit Salad, Ice Cream, Cola and Orange.
Ice Cream Chewits, originally released in 1989, were re-introduced in 2009 following an online petition and demand expressed on Facebook and Bebo.
Television advertising
Chewits were first advertised on television in 1976. The original advertisements featured the 'Monster Muncher', a Godzilla-resembling mascot on the hunt for something chewy to eat. The first ad featuring the Muncher threatening New York was made by French Gold Abbott and created by John Clive and Ian Whapshot. The first ad was so successful the sequel was delayed. The 'Monster Muncher' chomps and tramples humorously local and well-known international landmarks such as Barrow-in-FurnessBarrow-in-Furness
Barrow-in-Furness is an industrial town and seaport which forms about half the territory of the wider Borough of Barrow-in-Furness in the county of Cumbria, England. It lies north of Liverpool, northwest of Manchester and southwest from the county town of Carlisle...
Bus Depot, a London block of flats, London Bridge
London Bridge
London Bridge is a bridge over the River Thames, connecting the City of London and Southwark, in central London. Situated between Cannon Street Railway Bridge and Tower Bridge, it forms the western end of the Pool of London...
, the Taj Mahal
Taj Mahal
The Taj Mahal is a white Marble mausoleum located in Agra, India. It was built by Mughal emperor Shah Jahan in memory of his third wife, Mumtaz Mahal...
, the Leaning Tower of Pisa
Leaning Tower of Pisa
The Leaning Tower of Pisa or simply the Tower of Pisa is the campanile, or freestanding bell tower, of the cathedral of the Italian city of Pisa...
, and the Empire State Building
Empire State Building
The Empire State Building is a 102-story landmark skyscraper and American cultural icon in New York City at the intersection of Fifth Avenue and West 34th Street. It has a roof height of 1,250 feet , and with its antenna spire included, it stands a total of 1,454 ft high. Its name is derived...
. The 'Monster Muncher' could only be quelled by a pack of Chewits.
A spin-off computer game, The Muncher, was released for the ZX Spectrum
ZX Spectrum
The ZX Spectrum is an 8-bit personal home computer released in the United Kingdom in 1982 by Sinclair Research Ltd...
in 1988.
The original adverts used claymation special effects, similar in style to those made famous in the movies of Ray Harryhausen
Ray Harryhausen
Ray Harryhausen is an American film producer and special effects creator...
. They also included a voiceover style reminiscent of a 1950s radio serial.
A subsequent advertisement, originally aired in 1995, plays on the over-the-top advertising style of the post-war era. To the tune of bright 1950s era orchestration, a salesy narrator exhorts viewers to try a variety of chewy consumer items in the essential guide to a chewier chew. The ad shows the 'Monster Muncher' sampling items such as Wellington boots, a rubber boat and a rubber plant in order to be ready for the chewiest of chews - Chewits.
In the late 1990s, Chewits experimented with ads showing multiple news casting dinosaur puppets. The catchphrase advice at the close of each 'broadcast' was to "do it before you chew it". This style of ads was relatively short-lived for Chewits.
With a change of advertising agencies, the puppets were replaced by colourful 2D animation
Animation
Animation is the rapid display of a sequence of images of 2-D or 3-D artwork or model positions in order to create an illusion of movement. The effect is an optical illusion of motion due to the phenomenon of persistence of vision, and can be created and demonstrated in several ways...
s. The 'Monster Muncher' was re-introduced as 'Chewie' in two popular adverts from this time. In the first, which aired in 2000, Chewie roller skates on two buses through a busy city scene. The second, which went out a year later in 2001, shows Chewie waterskiing at a popular seaside resort. The ads included a rendition of the 1994 hit song 'I like to move it' by Reel 2 Real
Reel 2 Real
Reel 2 Real is a house music and reggae-influenced duo which had seven Top 10 hits on the Hot Dance Music/Club Play chart in the 1990s.-Biography:...
, with the chorus, "I like to Chewit Chewit."
In 2003, after a further shift in advertising agencies, a new ad was aired showing a wide range of animals auditioning to be the new face of Chewits. The ad announced the return of the iconic dinosaur Chewie mascot, now dubbed 'Chewie the Chewitsaurus'.
In 2009, Chewits introduced the new Chewie the Chewitsaurus look, showing a contemporary, computer-game-style slick design. Chewie the Chewitsaurus features on all Chewits packaging and sponsorship activity.
Social media
In 2009, Chewits launched a social media campaign with the new-look Chewie the Chewitsaurus. The Facebook page titled “Chewie the Chewitsuarus” and has established over 80,000 ‘likes’ in its lifetime. Copyrighting on the Facebook page is derived from, and reminiscent of the 1950s radio serial narrator style from the previous TV advertising campaigns. In 2011, the Chewits Xtreme Facebook page was launched.Former advertising slogans
- "Chewits are chewier than Barrow-in-Furness Bus Depot"
- "Chewits, even chewier than a 15-storey block of flats"
- "No fruit chew chews chewier"
- "Chew for victory"
- "Chews flash"
- "Do it before you Chewit"
- "Chew Chewits coz' Chewits do it"
- "He likes to Chewit"
- "For monster chewers only"
Current advertising slogans
- "Born to be chewie"
- "Unleash the taste adventure"
- "Don't bite off more than you can chew"
- "Can you handle it?"
- "For xtreme chewers only"
Promotion and sponsorship
Chewits have been involved in a range of promotional activity over the years including the Chewits log flume at Pleasureland in Southport. More recently, Chewits have sponsored several sport and activity-related programmes for children in the UK.Chewits Sports Courses, in partnership with children's coaching organisation Premier Sport, run daily during school holidays and provide sporting activity courses to approximately 125,000 children in the UK. The sponsorship is supported by sporting ambassadors Lawrence Dallaglio
Lawrence Dallaglio
Lorenzo Bruno Nero "Lawrence" Dallaglio, OBE is a retired English rugby union player and former captain of the English national team. He played as a flanker or number eight for London Wasps and never played for another club, having arrived at Sudbury as a teenager...
, Duncan Goodhew
Duncan Goodhew
Duncan Alexander Goodhew MBE is a British swimming athlete. After swimming competitively in America as a collegian at North Carolina State University, he was an Olympic swimmer for Great Britain and won Olympic gold and bronze medals at the 1980 Summer Olympics in Moscow.-Biography:Goodhew...
and Paul Sculthorpe
Paul Sculthorpe
Paul Sculthorpe , is an English retired rugby league footballer of the 1990s and 2000s. A Great Britain international representative /, and /, he played club football for St. Helens, with whom he won a total of four Grand Finals, three Challenge Cups and two World Club Challenges...
.
Chewits began sponsoring the Lancashire County Cricket's junior membership club, the Lancashire Thunderbolts, in February 2009.
In 2009, Chewits launched a programme to help young sporting hopefuls ahead of the London Olympics in 2012. The Chewits Young Sporting Ambassador programme provides financial support and coaching to sponsored athletes.
In 2011, Chewits partnered with Team Extreme and held an extreme sports road show to promote the Xtreme range of products.
Dietary restrictions
Chewits contain no hydrogenated fats. Chewits products contain no artificial colourings. With the exception of Strawberry, Ice cream and Xtreme Sour Tutti Frutti, Chewits products are free from artificial flavourings.Chewits subscribes to the Betreatwise program, a UK program that encourages people to think about the treats they eat as a part of a healthy and well balanced diet, and to use the Guideline Daily Amount
Guideline Daily Amount
Guideline Daily Amounts are a nutrition facts label that originally began in 1998 as a collaboration between the UK government, the food industry and consumer organizations. The process was overseen by the Institute of Grocery Distribution...
s (GDAs) on the back of packs for nutritional guidance.
Chewits are also suitable for vegetarians.
Current products
- Blackcurrant, Fruit Salad, Strawberry, Ice Cream, Orange and Cola individual packs
- Fruit Multipack
- Citrus Multipack
- Ice Cream Multipack
- Strawberry Stix
- Chewits Bites
- Xtreme Sour Apple
- Xtreme Tutti Frutti