#USA #Irvine #HI-CHEW #Morinaga #Chewbie

Fresh Look, Same Great Taste: HI-CHEW® Launches Vibrant Packaging

IRVINE, Calif. - May 6, 2025 - HI-CHEW®, known for its fruity and chewy candy, is ready to unveil an eye-catching new look at the 2025 Sweets & Snacks Expo, taking place from May 13-15. This refresh will be a game-changer for the brand, which has been listening to the preferences of candy enthusiasts, especially those from Gen-Z and Millennial audiences, to enhance their experience and appeal.

Vibrant Design and User-Friendly Features

The revamped design features a fresh and colorful aesthetic aimed at improving shelf visibility and attracting shoppers. Key changes include:

• - New Design Elements: The packaging will showcase a vibrant design for both peg bags and stand-up pouches with a new logo position for better visibility.
• - Flavor Recognition: Larger, easily legible flavor names will enable consumers to quickly identify their favorites.
• - Informative Descriptions: The new packaging will include clear descriptions that highlight product qualities, making it more user-friendly.
• - Chewbie's Debut: For the first time, Chewbie, the playful brand mascot, will make appearances on the packs, adding a touch of personality.

HI-CHEW® is also introducing an exciting twist to their product appearance. The colors of the Original Mix and Tropical Mix chewlets will be reversed, transforming from classic white to a colorful exterior housing juicy white centers. This overhaul is designed to maintain the already popular flavor profile while offering an appealing look customers will love.

Listening to Consumers

Teruhiro Kawabe, Chief Representative for the USA and CEO of Morinaga America, Inc., emphasized the brand’s commitment to listening to its consumers. He notes, “The consumer journey has always been at the heart of HI-CHEW®. This fresh look is designed to catch the eye and reflect the bold flavors inside.” The design overhaul isn’t just cosmetic; it represents HI-CHEW®'s dedication to providing an authentic and engaging candy experience for its loyal fans.

Award-Winning History and Innovation

HI-CHEW® made waves when it was honored with a Global Nielsen BASES Design Impact Award in 2020 for an earlier packaging update. The newest design builds upon that success while showcasing ongoing innovation aimed at captivating both new consumers and long-standing fans of the brand.

At the 2025 Sweets & Snacks Expo, attendees will have the chance to sample new flavors, including the highly-anticipated HI-CHEW® Getaway Mix. Additionally, Chewbie will be present on the show floor, engaging with guests and bringing energy to the event.

As HI-CHEW® continues to expand its market presence in the U.S., consumers can expect to see these exciting developments on shelves starting in May 2025, with further enhancements planned through 2026.

About HI-CHEW® and Morinaga America, Inc

HI-CHEW® is a popular confection that combines chewy textures with genuine fruit flavors; it has remained a best-seller in Japan and is steadily growing its fanbase globally. Founded in 2008, Morinaga America, Inc. serves as the exclusive distributor of HI-CHEW® products in the United States. With a diverse range of flavors and formats available, HI-CHEW® aims to bring smiles and fun to candy lovers everywhere.

For those interested in exploring these innovations and tasting the new offerings, visit HI-CHEW.com or follow them on social media using @HICHEWUSA on Instagram and TikTok. Prepare for a flavor journey like no other!

Stay tuned as HI-CHEW® continues to delight confectionery enthusiasts with even more fruity, chewy, and fun candy experiences.