Hi-Chew Goes Bold with Expanded Marketing Campaign

Morinaga Asia Pacific Co., Ltd.

SYDNEY, July 6, 2020 / PRNewswire — ​Morinaga Asia Pacific is launching an expanded marketing campaign to support retail sales of Hi-Chew fruit chews in Australia and New Zealand.

In recent months, Hi-Chew has been running a test campaign focused on social media, including Facebook and Instagram. Featuring the new slogan “Fortune Flavours the Bold,” the trial program has raised both awareness and sales, especially among Hi-Chew’s core 18–29 age target.

The centerpiece of the expanded campaign is a new 30-second HD animated video, a humorous take on the sport of sumo entitled “Fruit Wrestling.” The new video may be viewed at: https://www.youtube.com/watch?v=xNESkwZ_l7s&feature=youtu.be

The campaign also features a new brand ambassador, Sachiyo Yamada, a Japanese woman who was selected to play for Australia’s national lacrosse team in 2017, winning a bronze medal at the World Games. Hi-Chew’s ramped-up campaign is scheduled to run through the end of October.

Terry Kawabe, Managing Director of Morinaga Asia Pacific Co., said “Hi-Chew is making a major commitment to both the Australia and New Zealand markets. Our candy is the best-selling soft candy in Japan, and sales have more than tripled in the U.S. over the past five years. We plan to do whatever it takes to achieve the same success here.”

In Australia, Hi-Chew has recently been ranged at selected Coles stores nationwide. In New Zealand, the brand is sold at various retailers, including Pak ‘n Save and New World.

“Per-capita consumption of sugar confectionery is much higher in these two markets than in Japan,” said Anthony King, Managing Director of distributor Grocery Corp. “Sales value in the USA rose to US$58 Million last year. We expect to see a rapid growth rate here as well.”

Available packaging includes peg bags with mixed flavours (100g Original Mix, 100g Tropical Mix, 90g Sweet & Sour) and sticks in four different flavours (Strawberry, Grape, Green Apple, Mango).

Hi-Chew is known for an exceptionally long-lasting, chewy texture and a wide variety of bold fruit flavours. The candy was created in 1975 by Morinaga & Co., Ltd., one of Japan’s “Big 4” confectionery companies. The fruit chews have been offered in more than 170 flavours, and achieved sales success worldwide.

For samples, images, or further info, please contact:
Australia: Jenelle Trisic, Grocery Corp., +61-2-8404-0240, ​[email protected]

New Zealand: Mark Whiteman, Tokyo Food, NZ, +64-9-570-5792, ​[email protected]

Website: ​www.morinaga-ap.com

Hi-Chew, Japan’s Best-Selling Soft Candy, to Launch in Australia

Morinaga Asia Pacific Co., Ltd.

SYDNEY, Jan. 3, 2020 /PRNewswire/ — Hi-Chew fruit chews, the most popular soft candy in Japan, is now available for distribution throughout Australia. Hi-Chew is a top seller throughout Asia, and has achieved fast sales growth in various Western markets, including the United States.

The initial Hi-Chew lineup for Australia includes three peg bags (Original Mix, Tropical Mix, and Sweet & Sour) plus Hi-Chew sticks in four best-selling flavours (Strawberry, Grape, Mango, and Green Apple).

“Over the past five years, Hi-Chew sales have more than tripled in the U.S.,” says Terry Kawabe, Managing Director of Morinaga Asia Pacific Co., Ltd. “We are in virtually every major retail chain in that market, including Costco, Walmart, Target, Kroger, Albertsons, HEB, Publix, Walgreens, CVS, 7-Eleven, and AM/PM. Our candy is highly popular among young people, so we regularly exceed sales targets.”

Hi-Chew is known for its long-lasting chewy texture and a wide variety of fruit flavors. The candy was created in 1975 by Morinaga & Co., Ltd., one of Japan’s “Big 4” confectionery companies. Hi-Chew quickly became the best-selling soft candy in its home market. Since then, the fruit chews have been offered in more than 170 flavors, and achieved success worldwide. The primary distributor in Australia will be Grocery Corporation of Sydney.

“We look forward to launching the Hi-Chew brand in Australia through 2020,” says Anthony King, Managing Director of Grocery Corp. “Hi-Chew has gained a strong and loyal following over the past decade, particularly in the U.S.A. and New Zealand. We look forward to tapping into this global sentiment and replicating international success with the brand locally.”

Hi-Chew has been distributed in New Zealand for seven years, and is currently sold at such chains as Pak ‘n Save and New World. N.Z. sales have exploded by a factor of 11 over six years, and recent research shows Hi-Chew with a market share of 2.2% in the Sugar Confectionery category, ahead of such legendary brands as Skittles, Mentos, and Extra.

Initial offerings in Australia will include three 100/90g peg bags, each with assorted flavors, and 57g sticks in four flavors.

Websites: www.morinaga-ap.com, www.hi-chew.co.nz

Terry Kawabe, Managing Director and CEO of Morinaga Asia Pacific, will be attending trade shows throughout Australia and New Zealand in 2020.