HI-CHEW, the fruity, chewy candy, is unveiling a fresh new look at the 2025 Sweets & Snacks Expo. The brand’s signature HI-CHEW Original and HI-CHEW Tropical Mix assortments will be the first to showcase the updated packaging and new chewlet colors—marking the beginning of a broader portfolio refresh rolling out in retailers beginning this month and continuing into 2026.
As HI-CHEW grows across the U.S., the brand has been listening closely to what consumers want—especially Gen-Z and Millennials. Based on feedback, HI-CHEW is giving its packaging a new look.
Here’s what has changed:
- A fresh 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, HI-CHEW’s brand mascot, Chewbie, will be featured on the back of each peg bag and stand-up pouch. In addition to the new look, HI-CHEW Original and Tropical Mix chewlets are getting a makeover. The classic white exterior will now be reversed, with colorful outsides and white centers.
“The consumer journey has always been at the heart of HI-CHEW,” says 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.”
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 Sweets & Snacks Expo. Chewbie will also make its official Sweets & Snacks Expo debut.
