HI-CHEW™ Releases New Cherry Flavor

Posted on August 16, 2013

Irvine, California (August 16, 2013) – Morinaga America, Inc. is excited to announce the release of its new Cherry flavored HI-CHEW™. This new flavor will join seven others available in the United States and Canada; Strawberry, Green Apple, Mango, Grape, Peach, Melon, and Banana.

“Americans love red candies. Go to your local supermarket and look at how many candies are red. Strawberry, Cherry, Raspberry, and Watermelon are fundamental flavors. No matter if it is jellybeans, sours, chews, or gummies most people will go for the red flavors first.
– Clayton Perkins, Marketing Manager

Creating a new flavor like Cherry for the American market was not as much a question of when, but a question of how. Back in Japan, Morinaga & Co. Ltd. has created several versions of Cherry HI-CHEW™. While some Americans accept the Japanese flavors, to make the candy mainstream Morinaga chose to do extensive taste testing and market research. “We wanted a Cherry flavor that everyone would love. So, we took our time to make sure we accommodated the American palate,” said Perkins.

Development of the Cherry HI-CHEW™ flavor started early in 2012 with food engineers coming to the U.S. and sampling domestic products. Ice creams, sodas, juices, candies, and of course real cherries were all part of the research. Ultimately, after dozens of flavor profiles, the team decided on two and put both of them to the test. People tried the new flavors while at trade shows, conventions, events, and other gatherings where the target consumer was out and about.

“We wanted to make our Cherry flavor was correct to the American concept of what a Cherry should taste like. So, we asked everyone we could to try it out.
– Toshiya Yasuda, Former President & CEO

The new Cherry HI-CHEW™ is on sale now in many parts of the United States, and distribution in Canada will start soon. Look for them in stick packs initially at 7-Eleven convenience stores. Individual pieces and bags will be launching later this year for grocery and drug stores.