Morinaga America

What Morinaga America does

Morinaga America, Inc. (MAI) is the US marketing and distribution arm of Japan's Morinaga & Co., Ltd. — founded in 2008 in Irvine, California and operating alongside Morinaga America Foods, Inc. (MAF), which runs the company's manufacturing facility in Mebane, North Carolina. The company's flagship product is HI-CHEW, a fruit-flavored chewy candy originally launched in Japan in 1975 and now produced at a scale of approximately 1.9 billion pieces globally per year, with US consumption running at roughly 60 pieces per second. Core technology centers on proprietary double-layer chewlet construction, concentrated fruit juice formulation, and a plant-derived powder coating process that prevents piece-to-piece sticking.

The commercial portfolio has expanded meaningfully beyond HI-CHEW since 2022 to include HI-SOFT salted caramel chews, Chargel caffeine-free athletic gel drinks, FI-BEING better-for-you hard candy (with 11g dietary fiber per serving), HI-CHEW Reduced Sugar, and HI-CHEW Bites impulse-format chewlets, plus the 2026 acquisition of My/Mochi Ice Cream (~US$80M in sales). The business monetizes through one-time product sales distributed across convenience stores (7-Eleven, Speedway), grocery, drug, and mass-market retailers, supplemented by DTC e-commerce via HI-CHEW.com (launched January 2024) and Amazon marketplace, with SRPs ranging from $1.99 impulse packs to $20.94 multi-pouch Chargel bundles. Target segments are Gen Z and Millennial consumers seeking authentic fruit flavors, sports enthusiasts reached through MLB, collegiate, and youth-soccer sponsorships, and health-conscious buyers addressed through reduced-sugar and functional product lines.

The company operates with approximately 220 employees at its first Mebane facility and is adding roughly 200 more at a second Mebane plant (132,000+ sq ft, $130M+ investment) that grand-opened April 21, 2026. Leadership is headed by Teruhiro Kawabe (Chief Representative for the USA and President/CEO) under Chairman Masanori Yasunaga, with US sales having grown from $8M (2012) to over $100M (2021) — a base the company is targeting to more than double to $250M by 2030. There is no independent revenue disclosure for the US entity, no external funding history, and the firm is a wholly-owned subsidiary rather than a capital-raising standalone.

Name

Morinaga America

Legal name

Morinaga America, Inc.

Website

https://morinaga-america.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Morinaga America is the US marketing and distribution subsidiary of Japan's Morinaga & Co., operating the HI-CHEW chewy candy brand alongside newer lines (HI-SOFT, Chargel, FI-BEING) and serving Gen Z and Millennial consumers through convenience, grocery, and DTC channels.

Ownership category

akta.pro rank

Product category

Confectionery

NAICS

Nonchocolate Confectionery Manufacturing (31134)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Fruit Snacks & Dried Fruit (CRADABAJ)

Keywords

• Fruit chewy candy
• Confectionery manufacturing
• Athletic gel drinks
• Better-for-you snacks
• Frozen desserts

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales - Retail: Revenue from selling HI-CHEW candy products through retail channels including convenience stores, grocery stores, drug stores, and mass market retailers such as 7-Eleven and Speedway
2. Product Sales - E-commerce: Direct-to-consumer online sales through HI-CHEW.com website, selling products directly to end consumers
3. Product Sales - Online Marketplaces: Sales through online retail platforms including Amazon, reaching consumers through third-party marketplace channels
4. New Product Categories: Revenue expansion through new product lines including HI-SOFT chewy marshmallow product, FI-BEING fruit gel snacks, Chargel energy gel products, and better-for-you formulations

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Morinaga America manufactures, markets, and distributes Japanese-style confectionery and snack products in the United States. Its flagship offering is HI-CHEW fruit chewy candy, available in more than 27 flavors and multiple formats including sticks, peg bags, stand-up pouches, and unwrapped Bites. The portfolio also includes HI-SOFT salted caramel chews, Chargel caffeine-free athletic gel drinks, FI-BEING fiber-rich hard candy, and My/Mochi mochi ice cream, all sold through nationwide retail and direct-to-consumer channels.

Product overview

Morinaga America operates as a diversified confectionery and snack company offering multiple branded products. The core portfolio includes HI-CHEW® as the flagship fruity chewy candy, supplemented by HI-SOFT™ (salted caramel chews), Chargel™ (athletic gel drinks), and FI-BEING™ (better-for-you hard candy). The company also acquired My/Mochi Ice Cream in 2026 to expand into frozen snacks. Products are sold through retail channels nationwide and via a direct-to-consumer e-commerce platform. The portfolio spans confectionery, health-oriented snacks, and frozen desserts, unified under the Morinaga parent company established in 1899 in Japan.

Differentiator

Problem solved

Functional benefit

Brands

• HI-CHEW®: The famous fruity chewy candy from Japan. In the United States, 60 pieces of HI-CHEW® are being eaten every second, equating to approximately 1.9 billion pieces per year. The product is made with concentrated fruit juices and is free of gluten with no colors from synthetic sources.
• HI-SOFT™
• Chargel™
• FI-BEING™

Products and services

• HI-CHEW Flagship fruity chewy candy from Japan available in sticks, peg bags, and stand-up pouches. Features more than 27 flavor offerings in the U.S. market including Strawberry, Green Apple, Mango, Grape, Banana, Kiwi, Açaí, and mixes such as Original Mix, Tropical Mix, Superfruit Mix, and Berry Mix. Made with concentrated fruit juices, gluten-free, and free of synthetic colors. Targeted at Gen Z and Millennial consumers seeking authentic fruit flavor and a distinctive chewy texture.
• HI-SOFT Salted caramel chew candy introduced to the U.S. market in 2023. Rich and creamy with a velvety texture and buttery taste that melts in the mouth. New to the U.S. market after being a long-standing favorite in Japan. Offered in 3 oz peg bags at $3.59 SRP and 10.59 oz stand-up pouches at $7.69 SRP.
• Chargel First-of-its-kind athletic Gel Drink. Half snack and half beverage in a pocket-sized pouch with built-in spout, delivering instant pre-workout energy with zero caffeine, carbohydrates, and five essential B vitamins. Plant-based, gluten-free, and free of nine major allergens. Sold in single pouches at $3.49 and 6-packs at $20.94.
• FI-BEING Better-for-you hard candy delivering 39% of daily recommended dietary fiber intake per serving (11g fiber, 4g sugar, 0g sugar alcohol). Uses inulin fiber instead of sugar alcohol. Available in Passionfruit and Elderberry flavors in 1.76 oz bags at $3.29 SRP.
• HI-CHEW Bites Unwrapped bite-size HI-CHEW chewlets in a convenient grab-and-go format coated in plant-derived powder to prevent sticking. Available in Mango, Green Apple, and Strawberry flavors. Packaged in 2.12 oz bags at $1.99 SRP, positioned as an impulse-purchase convenience format.
• HI-CHEW Reduced Sugar Better-for-you HI-CHEW offering the same taste and texture with 30% less sugar than the original. Made with dietary fiber (inulin). Available in Mango and Strawberry flavors in 2-ounce bags at $3.29 SRP.
• My/Mochi Ice Cream Largest mochi ice cream brand in the United States, generating approximately $80 million in sales over 52 weeks ending January 25, 2026. Headquartered in Los Angeles and operating in the U.S. novelty ice cream market estimated at $8.6 billion in 2025. Following acquisition by Morinaga & Co., Ltd., the brand leverages Morinaga's product development capabilities while operating under existing leadership.
• HI-CHEW.com E-Commerce Platform Direct-to-consumer e-commerce storefront providing one-stop shopping for the full HI-CHEW lineup, including Stand Up Pouches, Peg Bags, and Sticks. Includes a 'Find Your Flavor Quiz' to help consumers discover preferred flavors and a rewards program offering points for qualifying purchases.

Quantifiable outcome

• Nearly 1.9 billion pieces of HI-CHEW candy produced globally per year
• +1 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Super LeaguecoreGTM or Marketing PartnerGaming partnership for HI-CHEW x Fortnite campaign - cross-promotional digital marketing initiative combining confectionery brand with popular video game platform to reach gaming audiences
• Carmichael LynchcoreGTM or Marketing PartnerAgency partnership for marketing and advertising services - creative and media agency supporting HI-CHEW brand marketing initiatives
• Menchie's Frozen YogurtminorGTM or Marketing PartnerMultiple collaborations including cross-promotional campaigns between HI-CHEW candy and Menchie's frozen yogurt products
• Dana's BakeryminorGTM or Marketing PartnerLimited edition Mookie collaboration - special product partnership creating exclusive candy-bakery hybrid offerings
• Zola BakesminorGTM or Marketing PartnerHalloween cookie collaboration - seasonal partnership creating special edition cookie products featuring HI-CHEW flavors
• The Doughnut ProjectminorGTM or Marketing PartnerNational Candy Month partnership - collaboration for candy-themed doughnut products celebrating National Candy Month
• Gray (Construction)coreImplementation/ SI/ Consulting PartnerConstruction builder for North Carolina manufacturing facility expansion - Gray is building Morinaga's new production facility in Mebane, NC
• Isuzu North AmericaminorOthersFleet vehicle partnership for logistics and distribution operations supporting product delivery
• LEGO GroupminorOthersBrand collaboration reference - potential or actual partnership between Morinaga and LEGO for co-branded product initiatives
• HiTHIUMminorOthersBrand collaboration reference - potential or actual partnership for cross-promotional brand initiatives
• Chargel (Energy Drink Brand)coreStrategic or Co-development PartnerEnergy gel product brand under Morinaga portfolio - Chargel is Morinaga's caffeine-free energy gel product line targeting athletes and active consumers

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Mars Wrigley (Starburst): Mars Wrigley's Starburst is the most direct U.S. competitor to HI-CHEW in the fruit chewy candy category — both target impulse purchase occasions at convenience stores and compete for the same Gen Z/Millennial consumer seeking fruit-flavored chewy candy.
• Mars Wrigley (Skittles): Skittles competes directly with HI-CHEW in the fruit-flavored chewy candy segment, with comparable price points ($1.99-$2.99 impulse bags), similar distribution through c-stores and grocery, and overlapping target demographics.
• The Hershey Company: Hershey's portfolio of fruit chews and gummies (including Jolly Ranchers) competes directly with HI-CHEW in retail check-out and candy aisles, leveraging larger trade marketing budgets and broader distribution.
• Mondelez International (Swedish Fish, Sour Patch Kids): Mondelez's Sour Patch Kids and Swedish Fish brands compete with HI-CHEW in the chewy fruit candy category with similar impulse positioning and mass-market distribution.
• Ferrara Candy Company: Ferrara owns multiple competing chewy/gummy brands (Trolli, Brach's, Black Forest) and competes with Morinaga across the broader fruit chewy candy category in U.S. retail.

Direct peers

• Perfetti Van Melle (Airheads): Airheads is a direct competitor to HI-CHEW in the chewy fruit candy category, with similar price points ($1-$2), strong convenience store presence, and family-friendly fruit flavors.
• Haribo: Haribo (Gold-Bears and other gummies) is a direct competitor in fruit chewy candy with comparable price points and similar Gen Z/Millennial appeal, competing for the same impulse-purchase occasion.
• Just Born (Mike and Ike, Hot Tamales): Just Born's Mike and Ike competes directly with HI-CHEW in the fruit chewy candy category with comparable price points and mass-market c-store/grocery distribution.
• GU Energy Labs: GU Energy Labs is a direct competitor to Morinaga's Chargel gel drink product line in the athletic energy gel category, both targeting pre-workout nutrition consumers.
• The Mochi Ice Cream Company: Direct competitor to Morinaga's newly acquired My/Mochi brand in the U.S. mochi ice cream category, offering comparable Japanese-inspired frozen novelty products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/hichew
• Facebookfacebook.com/HiChew
• LinkedInlinkedin.com/company/morinaga-america
• Instagraminstagram.com/hichewusa
• TikToktiktok.com/@hichewusa

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Morinaga America