HI-CHEW is launching the summer season with the return of its Dessert Mix Truck, bringing a nostalgic dessert parlor experience to New York City’s neighborhoods. On Saturday, June 22nd, the truck will visit Williamsburg in Brooklyn and Soho in Manhattan.
The event will feature the HI-CHEW Dessert Mix flavors, including Strawberry Ice Cream, Key Lime Pie, and Candy Apple. The interior of the truck will be decorated with dessert and candy-inspired decor, creating an interactive experience for visitors.
Upon arrival, guests can take a “What’s Your Dessert Personality?” quiz to find their ideal HI-CHEW Dessert Mix flavor. They will then have the opportunity to order from the Dessert Mix menu and receive a custom, reusable package filled with the new flavors. Each visitor will also receive an exclusive enamel pin inspired by the Dessert Mix flavors.
Additionally, the truck will include a photo area where guests can capture their experience and share it on social media. The truck will be open in Williamsburg at North 7th and Wythe Ave from 11 am to 3 pm, and in Soho at Mercer and Prince from 4 pm to 7 pm.
Teruhiro Kawabe, Chief Representative for the USA & President, CEO of Morinaga America, Inc., noted the inspiration for the event comes from the vibrant Dessert Mix packaging and the success of last year’s Bite-Size Candy Shop Tour. The aim is to expand the brand experience and invite guests to celebrate HI-CHEW’s innovative spirit.