Confectionery company Cloetta has signed Kimm & Miller and Hachette Partworks as the first two licensing partners for the Chewits brand.
Chewits is showing double digit growth in the chewy sweets category and these agreements will see gift sets and recipe books help boost the brand further.
Kimm & Miller will develop a range of gift and gift-set items, co-packed with the Chewits confectionery product.
This collection will feature brand mascot Chewie the Chewitsaurus and an exclusive selection will launch at UK retail this Christmas before a major roll-out in 2014.
Hachette Partworks will create a Chewits edition of its 30 Best Loved Recipes book series, which will show consumers how to transform their confectionery into easy-to-make dishes to cook at home.
“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," said Hollie Kozakiewicz, UK consumer marketing manager at Cloetta U.K.
"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 book."