Leaf UK is strengthening the position of the Chewits brand in the confectionery sector, with the relaunch of its kids confectionery brand Malaco, under the higher profile Chewits brand.
Malaco branding is being phased out and being replaced with Chewits imagery.
Chewits will act as an umbrella brand for all fruit sweets produced by Leaf.
Malaco is a ‘penny sweetie’ range for children and includes novelty sweets, gums and jellies.
Jon Usher, Leaf brand manager, said: “Re-branding Malaco as Chewits means that these products can tap into the huge success of Chewits and benefit from the considerable amount of above and below-the-line support that the brand enjoys.”
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