Hi-Chew Sweet & Sour Mix is now available in watermelon, in addition to existing fruit flavors such as grapefruit and lemon.
“Watermelon is a beloved fruit here in the States and we’re excited to reveal our new offering that showcases a delightful, slightly sour twist on the real fruit taste,” said Tatsuya Takamiya, CMO of Morinaga America Inc. “As we continue to grow our flavor offerings, we saw a great opportunity for the Sweet & Sour Mix to introduce watermelon and create a complementary combination of vibrant flavors that Hi-Chew fans love.”
The launch of the Sweet & Sour Mix adds watermelon to the brand’s growing U.S. portfolio, which has 17 flavors released nationwide.
Hi-Chew has grown since entering the U.S. market, with business up 122 percent from 2017 to 2018 and year-over-year double-digit growth over the past eight years. One billion pieces of Hi-Chew were eaten this past year.
The Hi-Chew Sweet & Sour Mix is offered in a 3.17-ounce peg bag for a suggested retail price of $2.39 and a 12.7-ounce stand-up bag for a suggested retail price of $5.99. It is available for purchase at select Walmart and Walgreens nationwide and online at Hi-Chew.com.
Established in 2008, Morinaga America Inc. is the official manufacturer and distributor of Hi-Chew in the United States. With over 185 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. 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. It is based in Irvine, California. In 2015, Morinaga America Inc. opened its first United States manufacturing facility in North Carolina.
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.