The packs have hit the shelves, supported by point-of-sale material and the has also been updated to reflect the new proposition.
Chewits' manufacturer late last year.
Tim Boote, UK marketing manager at Leaf, said: "We're really pleased with the new packaging, it connects well with the target audience and has much more presence on the shelf which is key in such a competitive market.
"The job of bringing Chewie into the 21st century has been executed brilliantly, he has a lot more appeal and from a marketing perspective, he can cross all media, making him extremely versatile and the perfect vehicle to communicate an active lifestyle message."
Chewits flavour varieties include ice cream, strawberry, blackcurrant, fruit salad, lemon, lime, and orange, as well as extremely sour apple and tutti frutti.
McCallum, account director at Tayburn's Manchester office, said: "This is a great project to work on. The Chewits brand is an institution in the confectionery world and Chewie is intrinsically linked to it.
"He's been peering over the sweet shelves since 1965, so it was a tall order to recreate one of the sectors biggest characters. So we've brought him bang up to date with a bit more 'atti-chewed' and he is now very much in tune with today's target audience to ensure he can communicate positively with children and parents."