HI-CHEW® returns to seasonal confectionery with interactive halloween launch

U.S.A – HI-CHEW® is getting into the Halloween spirit with the launch of its limited-edition HI-CHEW® Mystery Mix, a festive assortment featuring three flavors and one all-new secret flavor that will be revealed only on Halloween day. 

The mix includes Watermelon from the Sweet & Sour Mix, Blue Raspberry from Fantasy Mix, and Candy Apple from Dessert Mix, along with a mysterious chew for keeping fans guessing.

Each piece is crafted using HI-CHEW’s signature double-layer technology and comes in an all-white chewlet, making the mystery flavor stand out as an entirely new addition never seen in any previous HI-CHEW® lineup. 

“HI-CHEW® takes pride in crafting imaginative flavor experiences that spark both delight and curiosity,” said Teruhiro Kawabe (Terry), Chief Representative for the USA & President, CEO of Morinaga America, Inc. 

This exclusive format transforms the candy into an interactive experience, where every unwrapping is filled with anticipation.

“Halloween is the perfect time to introduce a mystery flavor to our lineup, and the launch of HI-CHEW® Mystery Mix invites fans to unwrap the unexpected and celebrate the playful energy of the candy-centric season. We’re excited to see consumers share their guesses and join the fun,” Kawabe added.

Adding to the fun, the brand’s mascot, Chewbie, stars on the special-edition packaging dressed in a witch costume against a spellbinding purple swirl backdrop to add a playful Halloween touch to each bite.

The brand is amplifying the excitement with an interactive guessing game. Beginning in early September, fans can visit HI-CHEW.com/houseofmystery to submit their flavor predictions for a chance to win prizes. 

Those who correctly identify the top-secret flavor will be entered to win the Grand Prize, a US$2,500 Visa Gift Card to fund a mystery adventure of their choice, plus an assortment of HI-CHEW® candy and merchandise. 

In addition, the first 100 participants will receive a Mystery Prize Pack filled with candy and exclusive Halloween-themed items.

This marks HI-CHEW’s first Halloween-themed launch since the Sweet & Sour Mystery Mix debuted in 2017. 

Returning to the seasonal spotlight, the new Mystery Mix offers chewy textures, bold fruit flavors, and a dash of suspense, making it the ultimate treat for trick-or-treaters, party hosts, or candy lovers who prefer to stash a few bags for themselves.

Available in 6 oz and 11.28 oz stand-up pouches, HI-CHEW® Mystery Mix is rolling out nationwide at Kroger, Target, Five Below, Dollar General, and other major retailers. Fans can also purchase the 6-oz pouch online starting in early September. 

HI-CHEW® candies are made with concentrated fruit juices, contain no synthetic colors, and are entirely gluten-free.

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