Country for PR: United States
Contributor: PR Newswire New York
Monday, July 06 2020 - 12:17
Hi-Chew Goes Bold with Expanded Marketing Campaign
SYDNEY, July 6, 2020 /PRNewswire-AsiaNet/--

Morinaga Asia Pacific is launching an expanded marketing campaign to support 
retail sales of Hi-Chew fruit chews in Australia and New Zealand. 

Logo -  

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:

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 


SOURCE:  Morinaga Asia Pacific Co., Ltd.

CONTACT: For samples, images, or further info, please contact: Australia: 
         Jenelle Trisic
         Grocery Corp.

         New Zealand:
         Mark Whiteman
         Tokyo Food, NZ