Leaf U.K. has appointed Beanstalk to build a licensing program for the iconic British confectionery brand Chewits.

Established in 1965, Chewits achieved nationwide fame when the brand mascot, Chewie the Chewitsaurus, appeared in the 1970s’ Monster Muncher advertisements. In recent years, the heritage brand has seen double-digit growth and is ranked one of the top 50 fast-moving consumer goods Facebook brands in the U.K.  

“Having invested heavily in design and social media, the Chewits brand has been experiencing great momentum, and we are confident that the time is now to make the strategic move into brand licensing,” says Hollie Roberts, U.K. consumer marketing manager, Leaf U.K.

Leaf U.K. and Beanstalk plan to extend the Chewits brand into close-to-core food and non-food categories that leverage the fun, flavor and legendary “chew factor” of the candy.

“Few brands can boast the heritage of a true British confectionery brand like Chewits can,” says Ciarán Coyle, managing director, international, Beanstalk. “An emotional connection is the No. 1 essential ingredient for a brand when considering licensing, and the Chewits brand is as relevant to consumers today as ever. We are thrilled to welcome Chewits to Beanstalk’s client roster as we continue our growth in the food category.”