Morinaga America, Inc., Los Angeles, has created a new Web site ( to introduce America to the candy that’s been the No. 1-selling fruit chew in Japan for more than 30 years.  The URL highlights Morinaga’s HI-CHEW line of six fruit flavors and tempts visitors with chances to win free candy.

HI-CHEW Fruit Chews are like nothing you’ve ever tasted before,” explainx Toshiya Yasuda, president of Morinaga America, marketing and distribution channel for HI-CHEW Fruit Chews in the United States. “Our tag line, ‘Little Piece of Heaven,’ really captures the essence of the HI-CHEW taste sensation of the smooth, juicy, chewy texture and long-lasting flavors of Strawberry, Green Apple, Mango, Melon and Orange.  Equally exciting is the introduction of the newest flavor, Banana, to coincide with the launch of the Web site.”

To help generate excitement and stimulate curiosity in the HI-CHEW brand, Morinaga America is sponsoring a video/photo contest, HI-CHEW “Anywhere, Anytime,” which encourages people to submit video or photos of friends or family enjoying the product. Once a month, an image is chosen from submissions, and the winner receives a 30-day supply of their favorite HI-CHEW flavor.  The winning video/photo is featured on the Web site. Contest details are available online at

HI-CHEW fans also will have a chance to be among the select few who are chosen for the HI-CHEW Taste Team. The HI-CHEW Web site features a survey with a field for adding personal comments. Based on the comments, age, gender and geographic location of those who take the survey, 100 people will be tapped as members of the team and receive free HI-CHEW Fruit Chews to sample and provide feedback to Morinaga America. The survey can be found at

Other features of the new HI-CHEW Web site include a regularly updated news page about the company and its products, along with a calendar of tasting events. To keep current on the latest happenings, fans can join Club HI-CHEW and receive the Club’s eNewsletter. 

Distributed in the United States by Morinaga America (, HI-CHEW Fruit Chews are primarily available on the West and East Coasts at 7-Eleven, Costco, am-pm/ARCO and Ralphs, among others.