Hi-Chew

What Hi-Chew does

HI-CHEW is a Japanese-origin fruity chewy candy brand owned and operated in the United States by Morinaga America, Inc., a California-incorporated subsidiary of Japan's Morinaga & Co., Ltd. The brand was launched in 1975 as a rebrand of Morinaga's original 1956 Chewlets product, and entered the U.S. market in 2008 via Morinaga America, headquartered in Irvine, California. The core product is a uniquely soft, long-lasting chewy candy with a proprietary double-layer center and smooth texture, made using real fruit juice concentrates and no synthetic colors; over 200 flavors have been produced globally, with more than 40+ available in the U.S. Product formats include Stand-Up Pouches, Peg Bags, and single-flavor Sticks, with format extensions into Gummies, HI-CHEW Bites (unwrapped chewlets), Infrusions Mini, Reduced Sugar variants, and the HI-SOFT salted caramel sub-brand.

The business operates a hybrid go-to-market combining mass retail distribution (Walgreens, major grocery, convenience, and mass-market chains), an owned direct-to-consumer e-commerce platform launched in January 2024 on Shopify, and lifestyle marketing-led consumer engagement including MLB team sponsorships, fashion collaborations (LONELY GHOST), food-service partnerships (Menchie's Frozen Yogurt), seasonal bundles, and a Chew Crew loyalty program. U.S. sales surpassed $100 million by 2021, supported by a North Carolina manufacturing facility opened in 2015 in addition to Japanese production. The brand targets Gen Z (ages 14-29) as its primary segment with explicit plans to extend into Gen Alpha, and sells a portfolio of over 38 products across mix formats, single sticks, gummies, and limited-edition collaboration products.

Monetization is one-time consumer purchase at unit and bundle pricing ($2.19-$8.78 individual packs, $16.59-$29.95 bundles, all USD). Distribution also extends to Canada since 2016. The most recent strategic move is parent Morinaga & Co., Ltd.'s March 2026 announced acquisition of My/Mochi Ice Cream to broaden Morinaga America's U.S. snack portfolio.

Name

Hi-Chew

Legal name

Morinaga America, Inc.

Website

https://hi-chew.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

Hi-Chew is a Japanese-origin fruity chewy candy brand owned by Morinaga America, Inc. (a subsidiary of Morinaga & Co., Ltd.), selling its double-layer chewy candy in 200+ flavors via U.S. retail, a Shopify DTC storefront, and lifestyle collaborations targeting Gen Z consumers.

Ownership category

akta.pro rank

Product category

Confectionery

NAICS

Sugar and Confectionery Product Manufacturing (3113), Nonchocolate Confectionery Manufacturing (31134)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Chewing Gum & Mints (CRADABAC)

Keywords

• Chewy candy
• Fruit candy
• Confectionery products
• Japanese candy
• Individually wrapped candy

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-Commerce: Hi-Chew launched a DTC e-commerce site in January 2024, selling products directly to consumers through its Shopify-powered storefront at hi-chew.com, offering bundles, individual products, and limited-edition items.
2. Retail Distribution: Hi-Chew generates revenue through sales via major retail chains including Walgreens, and is expanding distribution through traditional grocery and convenience stores. The company surpassed $100 million in sales by 2021.
3. Product Bundles and Promotions: Hi-Chew sells curated bundles such as the All American Pack ($29.95), Stars and Stripes Pack ($25.59), Firecracker Pack ($16.59), and Backyard BBQ Pack ($19.59), offering discounts on multi-product packs to drive higher average order value.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Hi-Chew manufactures and sells Japanese-style fruity chewy candies featuring a signature long-lasting double-layer texture with a smooth center, made from real fruit juice concentrates with no synthetic colors. The product line spans over 40+ flavors in the U.S. across multiple formats (stand-up pouches, peg bags, single-serve sticks, gummies, bites, and bundles) sold via mass retail, grocery, convenience stores, and a DTC Shopify e-commerce platform.

Product overview

HI-CHEW is a Japanese fruity chewy candy brand owned by Morinaga America, Inc., offering a diverse portfolio of over 38 products across multiple formats and flavor categories. The core product line consists of signature chewy candy in various mix formats (Original, Fantasy, Dessert, Berry, Getaway, Sweet & Sour, Soda Pop, Superfruit, Tropical, Plus Fruit, and Fruit Combos) available in Stand-Up Pouches, Peg Bags, and Single Flavor Sticks. Product extensions include HI-CHEW Gummies (Original and Sour varieties), HI-SOFT Salted Caramel Chews sub-brand, HI-CHEW Bites unwrapped format, and Infrusions Mini. The company also offers seasonal mystery mixes, patriotic seasonal bundles (All American Pack, Stars and Stripes Pack, Firecracker Pack, Backyard BBQ Pack), and collaboration products with Menchie's Frozen Yogurt and LONELY GHOST apparel. A DTC e-commerce platform launched in January 2024 enables direct consumer purchasing alongside traditional retail distribution.

Differentiator

Problem solved

Functional benefit

Brands

• HI-SOFT: Salted caramel chews - an indulgent caramel-flavored product line under the Morinaga family of brands
• HI-CHEW Bites
• Chargel
• Chewbie

Products and services

• Original Mix

Quantifiable outcome

• Surpassed $100 million in U.S. sales by 2021
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core, minor and flagship.

• ShopifycoreTechnology or Integration · 6 May 2026Hi-Chew's e-commerce platform at hi-chew.com is powered by Shopify, enabling DTC sales, customer accounts, loyalty points, and order management. Shopify handles payment processing and data storage for all transactions.
• Boys & Girls Clubs of Central Orange CoastminorOthers · 24 February 2026HI-CHEW launched its 'Hop Into Giving with HI-CHEW' campaign in partnership with Boys & Girls Clubs of Central Orange Coast, donating funds and products to support youth programs as part of the Easter Mystery Mix launch (February 2026). The campaign also involves consumer participation through social media and online games.
• LONELY GHOSTflagshipGTM or Marketing Partner · 14 November 2025HI-CHEW and lifestyle brand LONELY GHOST partnered to launch a limited-edition apparel collection inspired by HI-CHEW's Strawberry flavor for the holiday season (November 14, 2025). The collection includes hoodies, sweatpants, and hats featuring playful designs and phrases, available as part of Hi-Chew's lifestyle marketing strategy targeting Gen Z consumers.
• Menchie's Frozen YogurtcoreStrategic or Co-development Partner · 5 June 2025HI-CHEW and Menchie's Frozen Yogurt launched a limited-edition Blue Hawaii Tropical Candy frozen yogurt flavor in June 2025, aligned with National Candy Month. The flavor is nonfat, free from artificial colors, flavors, and high fructose corn syrup, based on the Blue Hawaii variant from HI-CHEW's Fantasy Mix line. Teruhiro Kawabe (Terry), Chief Representative for the USA and President & CEO of Morinaga America, stated the collaboration allows the brand to reach consumers at the intersection of bold flavor and experiential retail.
• Major League Baseball (8 Teams: Boston Red Sox, Minnesota Twins, Chicago Cubs, Los Angeles Dodgers, San Diego Padres, Los Angeles Angels, St. Louis Cardinals, Tampa Bay Rays)flagshipGTM or Marketing Partner · 1 January 2014Hi-Chew began sponsoring Major League Baseball teams in 2014 after Junichi Tazawa stocked the Boston Red Sox bullpen with HI-CHEW. The brand expanded sponsorships to include the Minnesota Twins, Chicago Cubs, Los Angeles Dodgers, San Diego Padres, Los Angeles Angels, St. Louis Cardinals, and Tampa Bay Rays, distributing chewy candy to every MLB team bullpen and leveraging baseball's cultural visibility for brand marketing.

Scale indicators11 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Ferrara Candy Company: Ferrara Candy owns a portfolio of fruit-flavored and chewy candy brands (Airheads, Brach's, Lemonheads, Now and Later). It is a broad incumbent competing with Hi-Chew across multiple chewy candy sub-categories and retailer relationships.
• Skittles (Mars): Skittles (Mars Wrigley) is a fruit-flavored candy competing with Hi-Chew on fruity flavor cues and youth demographics, though in a chewier, shell-coated format rather than Hi-Chew's long-lasting chew.
• Starburst (Mars): Starburst is one of Mars Wrigley's flagship fruit-chewy brands. While larger and broader in portfolio, it directly competes with Hi-Chew for chewy fruit candy shelf space and Gen Z attention in the U.S. mass market.
• Jolly Rancher (Hershey): Jolly Rancher, owned by Hershey, sells fruit-flavored hard and chewy candies. It overlaps with Hi-Chew on fruit flavor cues and Gen Z appeal within Hershey's broader confectionery portfolio.

Direct peers

• Sour Patch Kids (Mondelez): Sour Patch Kids is a chewy, fruit-flavored, individually-wrapped candy from Mondelez. It is the closest direct substitute to Hi-Chew's sweet-and-sour chewy positioning and competes for the same Gen Z checkout-lane occasion.
• Haribo: Haribo is the global leader in gummy/chewy confections (Gold-Bears, Twin Snakes). Like Hi-Chew, it competes on chewy texture and fruity flavors, with both competing for the same impulse-buy, single-serve occasions at grocery and convenience retail in the U.S.
• Airheads (Ferrara Candy): Airheads taffy-style chewy candy from Ferrara Candy competes with Hi-Chew on chewy texture, individual wrapping, and fruity flavor varieties in similar price points and retailers.
• Albanese Confectionery: Albanese is a U.S.-based gummy and chewy candy manufacturer known for broad flavor variety and clean-label positioning. It competes with Hi-Cew on flavor breadth, fruit-forward positioning, and bulk/value formats.
• Swedish Fish (Mondelez): Swedish Fish is a chewy, fruit-flavored candy owned by Mondelez. It targets the same chewy-candy segment and overlaps with Hi-Chew on shelf placement and flavor cues.

Others

• Morinaga & Co., Ltd. (parent): Morinaga & Co., Ltd. is the Japanese parent company of Morinaga America, Inc. While not a peer in product terms, it is the strategic operating parent that controls U.S. capital allocation, brand decisions, and recent U.S. portfolio moves including the My/Mochi acquisition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/hichew
• YouTubeyoutube.com/user/HiChewUSA
• Facebookfacebook.com/HiChew
• Instagraminstagram.com/hichewusa
• TikToktiktok.com/@hichewusa
• LinkedInlinkedin.com/company/hichew

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Hi-Chew