Give Your Taste Buds a Boost with New HI-CHEW™ Superfruit Mix

Posted on February 9, 2019

Introducing Dragon Fruit, winner of the HI-CHEW™ East Meets West Flavor Challenge to bring top fan-voted Japanese flavor to America

(IRVINE, Calif.) February 6, 2019—HI-CHEW™, the immensely fruity, intensely chewy candy gets a super boost with the launch of the new HI-CHEW™ Superfruit Mix, featuring vibrant fruit flavors such as Açaí, Kiwi, and an exotic new addition: HI-CHEW™ Dragon Fruit. Dragon Fruit makes its debut to the brand’s national portfolio as the winner of HI-CHEW’s 2018 East Meets West Flavor Challenge, in which American HI-CHEW™ fanatics and candy fans alike voted for the top Japanese flavor they would like to see available in the United States.

Morinaga America, Inc., maker of HI-CHEW™, hosted the East Meets West Flavor Challenge to pay homage to the brand’s Japanese heritage and celebrate ten years of success since coming to America in 2008. Dragon Fruit claimed victory amongst 20 unique and interesting HI-CHEW™ flavors from Japan, ranging from Banana Fizz to Strawberry Cheesecake. The fruit, known for its bright hue, is grown in various countries, including the small Japanese island of Okinawa. With the arrival of the winning fruit flavor, the brand continues to drive innovation and excitement with its true-to-fruit flavor offerings and one-of-a-kind chewy texture.

“HI-CHEW™ fans across the country have spoken, and we are thrilled to debut the favored Dragon Fruit alongside Açaí and Kiwi in the new Superfruit Mix,” said Tatsuya Takamiya, Chief Marketing Officer of Morinaga America, Inc. “With this new variety, we’re excited to tap into consumer trends of better-for-you, superfruit flavors with the authentic, real fruit-forward taste that HI-CHEW™ enthusiasts enjoy.”

The Superfruit Mix is filled with flavors derived from fruits sporting superfruit properties. Dragon Fruit, Açaí and Kiwi are all made with concentrated fruit juices, with each piece offering an indulgent snacking solution and packing a burst of refreshingly sweet flavor and real chia seeds in every chewy bite. HI-CHEW™ Dragon Fruit also features the fruit’s pink outer color and white center. HI-CHEW™ Açaí’s rich purple hue mimics the açaí berry, which is high in antioxidants. HI-CHEW™ Kiwi offers the refreshing taste of the ripe fruit with real kiwi seed texture.

After more than a decade of innovating HI-CHEW™ candy for its ever-growing, enthusiastic fan base, Morinaga America, Inc.’s team of flavor experts continues to develop the most authentic flavors through detailed research into consumers’ palates, preferences, and trends. With this thorough and selective flavor-making process, the brand continues to grow and expand its portfolio in the United States. In fact, one billion pieces of HI-CHEW™ were eaten this past year, a testament to the can’t-get-enough fruity, chewy candy!

For a suggested retail price of $2.39 (varies per market), HI-CHEW™ Superfruit Mix is available exclusively at 7-Eleven locations nationwide and on the retailer’s Amazon page through April. Starting April 26th, it will be available for purchase at Walmart locations nationwide and online at HI-CHEW.com. To learn more about HI-CHEW™, please like us on Facebook, and follow us on Instagram (@HICHEWUSA) and Twitter (@HICHEW).

About Morinaga America, Inc.:

Established in 2008, Morinaga America, Inc. is the official manufacturer and distributor of HI-CHEW™ in the United States. With over 170 flavors of HI-CHEW™ having debuted in Japan, Morinaga America, Inc. has introduced the United States market to the best of Japanese confectionery. Morinaga America, Inc. (marketing and sales) and Morinaga America Foods, Inc. (manufacturing) are wholly-owned subsidiaries of Morinaga & Co., Ltd., which began in 1899 as the first, modern candy maker and producer of chocolates in Japan. In 2015, Morinaga America, Inc. opened its first United States manufacturing facility in North Carolina.

About HI-CHEW™:

The history of Morinaga stretches back over a century when company founder Taichiro Morinaga brought his candy making skills to Japan from America in the 1800s. HI-CHEW™ has long been the best-selling soft candy in Japan and continues to see year-over-year growth throughout other parts of Asia and in the United States. In the United States, HI-CHEW™ is currently offered in the following flavors: Strawberry, Green Apple, Mango, Grape, Banana, Kiwi, Açaí and Caramel Apple. HI-CHEW™ also offers Sours in Lemon, Lime and Grapefruit and a Tropical Mix with Kiwi, Mango, and Pineapple. HI-CHEW™ is made with real fruit juice and purees and is 100% free of gluten, cholesterol and artificial colors. HI-CHEW™ continues to expand fruity, chewy flavor offerings annually.

Contact:

Kayleigh Westerfield | Morinaga America, Inc.| kwesterfield@morinaga-america.com | 949-732-1155

Jaimie Caiazzo | Sharp Communications | jaimie.caiazzo@sharpthink.com | 212-829-0002