Chewits, manufactured by Leaf, hopes the rebrand will help it to reconnect with its target audience of children.
The redesign of the brand's packaging and overhaul of Chewie will be handled by branding agency Tayburn. It will also update the brand's website and create point-of-sale material.
‘Chewits has always been popular, but was starting to drop off the radar for a lot of consumers. The brand wanted to bring back the lost excitement and appeal through the new packaging,' said Joy McCallum, account director at Tayburn.
Chewits was launched in the UK in 1965; by the 1990s the range had been expanded to include Cola, Rhubarb & Custard and Spearmint variants.
The revamp, which will be rolled out in April, will feature the return of an Ice Cream variant, last available in the 90s, in a limited-edition format.
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