Chewits

Chewits is the brand name of a cuboid-shaped, soft chewy sweet manufactured by Cloetta.

The sweets were originally manufactured in Southport during the early 1960s. They began to sell throughout the rest of the UK during the year 1965, before gaining international popularity. After the closing of the factory in 2006 manufacture was moved to Slovakia. Chewits has greatly expanded its line of flavors, however 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.

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-Furness 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.

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Wikipedia