IRVINE, Calif. — HI-CHEW, the immensely fruity, intensely chewy candy, is unveiling a fresh new look at the 2025 Sweets & Snacks Expo (May 13–15). The brand’s signature HI-CHEW Original and HI-CHEW Tropical Mix assortments will be the first to showcase the updated packaging and exciting new chewlet colors, marking the beginning of a broader portfolio refresh rolling out in retailers beginning May 2025 and continuing into 2026.
As HI-CHEW grows across the U.S., the brand has been listening closely to what candy lovers really want, especially Gen-Z and Millennial fans. Based on real feedback, HI-CHEW is giving its packaging a bold new look that’s all about standing out, making it easier to shop, and bringing more fun to every bag.
Here’s what you’ll notice:
● A fresh, vibrant design for both peg bags and stand-up pouches, with updates like a lowered logo for better shelf visibility.
● Larger, easier-to-read flavor names for quick flavor recognition.
● Clear, consumer-friendly descriptions that highlight key product qualities.
● For the first time ever, the playful brand mascot, Chewbie, will be featured on the back of each peg bag and stand-up pouch to bring even more personality to the brand.
In addition to the new look, HI-CHEW Original and Tropical Mix chewlets are getting a colorful makeover of their own. The classic white exterior will now be reversed, with bold, colorful outsides and juicy white centers—delivering the same chewy texture and true-to-fruit flavor that fans can’t get enough of.
“The consumer journey has always been at the heart of HI-CHEW,” said Teruhiro Kawabe (Terry), Chief Representative for the USA & President, CEO of Morinaga America, Inc. “This fresh look is designed to catch the eye, reflect the bold flavors inside, and create more opportunities for people to discover the candy that’s loved around the world.”
In 2020, HI-CHEW earned a Global Nielsen BASES Design Impact Award for its Original Mix packaging update, which hit shelves in 2019. The latest design rollout further showcases the brand’s continued innovation and commitment to providing new and existing U.S. consumers with a unique, true-to-life candy offering that creates a fun-filled flavor journey with every bite.
The newest flavor additions to HI-CHEW’s portfolio, including HI-CHEW Getaway Mix, along with the broader product lineup, will be available for sampling at the upcoming 2025 Sweets & Snacks Expo, which will be held from May 13th to May 15th in Indianapolis, Indiana. Chewbie will also make its official Sweets & Snacks Expo debut, bringing excitement and energy to the show floor through interactive appearances.
To learn more about HI-CHEW, visit HI-CHEW.com, like us on Facebook, and follow us on Instagram (@HICHEWUSA) and TikTok (@HICHEWUSA).
