Leaf International has revived its ice cream flavour Chewits brand for the UK market.

Following a consumer led online campaign, the manufacturer said today (27 April) that it will relaunch the “very popular” variant that became a cult brand during the 90s.

“I’m thrilled we can finally confirm we’re relaunching our ice cream flavour, especially as the rumour mill has been working overdrive, ever since the Bebo and Facebook petitions began,” said Stuart Lane, commercial director for Chewits. “It just goes to show that online is a major driver in confectionary and retail marketing and that we really do listen to our consumers.

“It’s a joy to be involved in a brand that is so well loved and is associated with people’s happy childhoods and after testing the flavour on the new generation of children it appears it will be just as popular.”

Chewits is now recruiting members of the online communities to act as ‘brand ambassadors’ who will test Chewits’ new product development ahead of any future launches.

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The launch is being supported by a national press and digital media campaign and the company is “slimming down” its brand character Chewie the Chewitsaurus to reflect a new sports proposition.

The Ice Cream flavour Chewits are available in Chewits Stickpack and contains no hydrogenated fats and no artificial colours. They are suitable for vegetarians and have 113 calories per stickpack. The product is being positioned at a RRP of GBP0.28 (US$0.41).