Cloetta’s Leaf arm has launched a range of chewing gum in the UK under its Chewits confectionery brand.

Chewie Gum is a hard bubble gum available in three variants: strawberry and banana, tropical and lemon. The gum range has an RRP of GBP0.39 (US$0.59).

Leaf said it is hoping to tap into the growing market for children’s bubblegum products through the launch. According to figures from Nielsen for the year ended 8 September 2012, the UK gum sector grew 3.1%.

“The expansion potential within the Chewits range is huge and the obvious gap in the market for creative gum products for kids is an opportunity Leaf intends to tap into,” said Leaf commercial director Stuart Lane. “Already providing many confectionery products for kids, and we plan to create more chew format extensions targeting different, unexplored categories.”