Morinaga America unveils vibrant new packaging for Hi-Chew to attract younger shoppers

USA – Morinaga America has launched a bold and lively new packaging design for its popular Hi-Chew candy, marking a significant step in its brand evolution.

The redesign, which began rolling out to U.S. retailers in May 2025, is part of a broader refresh aimed at enhancing shelf appeal, streamlining shopper experience, and reinforcing the brand’s fun, fruit-forward identity.

The refresh kicks off with the brand’s best-selling SKUs, Hi-Chew Original Mix and Tropical Mix, in both peg bags for on-the-go snacking and stand-up pouches for sharing and pantry storage.

Additional flavor varieties and stick packs will receive similar updates in future phases.

As part of the redesign, Hi-Chew also introduced a new chewlet appearance. Previously, candies featured a white outer layer with a vividly colored interior.

Now, the color is flipped, with bright, fruit-inspired hues on the exterior and a white center, while still maintaining the “No Colors from Synthetic Sources” claim on-pack.

“We’ve created a fresh, modern design that makes Hi-Chew easier to shop while capturing the brand’s joyful spirit,” said Teruhiro (Terry) Kawabe, President and CEO of Morinaga America.

“This packaging mirrors our vibrant energy and keeps Hi-Chew visually relevant in an ever-evolving candy market.”

Notable design updates include a repositioned Hi-Chew logo for improved shelf visibility, enlarged flavor names for easier recognition, and clearly stated product benefits.

Color-coded fields at the top of each pack further help consumers differentiate between flavor assortments, an important change aimed at improving “shopability.”

For the first time, brand mascot Chewbie also makes an appearance, playfully featured on the back of the packs.

“Chewbie’s curious and mischievous nature reflects the adventurous, fun-loving personality of our brand,” Kawabe added. “It encourages consumers to embrace spontaneity and choose fun over ordinary.”

The redesign was informed by extensive consumer research, particularly among Gen Z and Millennials.

Morinaga America tested several design directions, ultimately selecting a concept that scored highly in appeal, uniqueness, and purchase intent, especially among new customers, without alienating existing fans.

Design agency GO Brandworks led the visual overhaul. Since the packaging structure remains unchanged, Morinaga can continue using its current UPCs and GTINs, ensuring a smooth transition for retailers.

Experts say the new look helps Hi-Chew stand out in a crowded, high-energy candy aisle.

“This is a strong refresh that improves visibility and connects better with younger audiences,” said Jon Shapiro, CCO at PV&COHO.

“It’s fun, inviting, and modern, everything a successful candy brand needs today.”

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