Lupin 2023

HI-CHEW Superfruit Mix makes debut

Print Friendly, PDF & Email

IRVINE, Calif. —  HI-CHEW has launched 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, 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. “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’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!

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


Comments are closed.