Hi-Chew is rolling out a refreshed look for its Original and Tropical Mix varieties, beginning with a debut at the 2025 Sweets & Snacks Expo in Indianapolis. The updated packaging, which will reach retailers starting in May 2025 and continue into 2026, features a repositioned logo for improved shelf visibility, larger flavor names for easier identification, and clear descriptions of product attributes. For the first time, the brand’s mascot, Chewbie, will appear on the back of peg bags and stand-up pouches to add personality and make each package more engaging.
In concert with the new graphic design, the classic white-coated chewlets in the Original and Tropical Mix assortments have been inverted so that their outer shells now display bold colors while the centers remain white. This change preserves the product’s signature chewy texture and true-to-fruit flavor, while providing a more vibrant unboxing experience. The Tropical Mix collection will join Original Mix in featuring these reversed color profiles.
Morinaga America’s chief representative, Teruhiro Kawabe, explained that the redesign reflects direct feedback from younger consumers about the desire for more eye-catching, shopper-friendly packaging. The 2025 update follows a previous packaging redesign in 2019 that earned a Nielsen BASES Design Impact Award, underscoring the brand’s commitment to innovation.
Attendees at the Sweets & Snacks Expo, running May 13–15, will be able to sample the new look and flavors at Morinaga’s booth, where Chewbie will make interactive appearances. In addition to the refreshed Original and Tropical Mix products, the show will highlight new additions such as the Getaway Mix, further expanding Hi-Chew’s premium chewy candy lineup.