Over the last decade, Morinaga America has strived to carve out a place in the U.S. confectionery market for its fruity, chewy HI-CHEW brand.
But where exactly it fits within the market is not easy to describe. HI-CHEW certainly isn’t gummy candy, but it’s not chewing gum or taffy, either. It offers a longer chew than most gummies, but it doesn’t stick to teeth like taffies and fruit chews.