Hi-Chew Goes Bold with Expanded Marketing Campaign

SYDNEY,July 6,2020 -- Morinaga AsiaPacific is launching an expanded marketing campaign to support retail sales of Hi-Chew fruit chews in Australia and NewZealand.

In recent months,Hi-Chew has been running a test campaign focused on social media,including Facebook and Instagram. Featuring the new slogan "Fortune Flavours the Bold," the trial program has raised both awareness and sales,especially among Hi-Chew's core 18--29 age target.

The centerpiece of the expanded campaign is a new 30-second HD animated video,a humorous take on the sport of sumo entitled "Fruit Wrestling." The new video may be viewed at:

https://www.youtube.com/watch?v=xNESkwZ_l7s&feature=youtu.be

The campaign also features anew brand ambassador,Sachiyo Yamada,a Japanese woman who was selected to play for Australia's nationallacrosse team in2017,winning a bronze medal at the World Games.Hi-Chew's ramped-up campaign is scheduled to run through the end of October.

Terry Kawabe,Managing Director of Morinaga Asia Pacific Co.,said "Hi-Chew is making a majorcommitment to both theAustralia and New Zealand markets. Our candy is the best-selling soft candy in Japan,and sales have more than tripled in the U.S. over the past five years. We plan to do whatever it takes to achieve the same success here."

In Australia,Hi-Chewhas recently been ranged at selected Coles stores nationwide.In New Zealand,the brandis soldat various retailers,including Pak 'n Save and New World.

"Per-capita consumption of sugar confectionery is much higher in these two markets than in Japan," saidAnthony King,Managing Director of distributor Grocery Corp."Sales value in the USA rose to US$58 Million last year. We expect to see a rapid growth rate here as well."

Available packaging includes peg bags with mixed flavours (100g Original Mix,100g Tropical Mix,90g Sweet & Sour) and sticks in four different flavours (Strawberry,Grape,Green Apple,Mango).

Hi-Chew is known for an exceptionally long-lasting,chewy texture and a wide variety of bold fruit flavours. The candy was created in 1975 by Morinaga & Co.,Ltd.,one ofJapan's"Big 4" confectionery companies. The fruit chews have been offered in more than 170 flavours,and achieved sales success worldwide.

Website:www.morinaga-ap.com

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