American distributor of HI-CHEW and Chargel, Morinaga America, is dipping into a new confectionery category with the launch of HI-SOFT. This rich and creamy salted caramel chew provides consumers with a decadent snacking experience.
New to the U.S. market, HI-SOFT has long been a favourite in Japan, as caramels were one of Morinaga's first product introductions.
The irresistibly chewy caramel bite exudes sophistication, with a deliciously soft and buttery texture that melts in your mouth with each chew. The brand name describes the unique flavour experience and nods to its chewy companion under the MAI umbrella, HI-CHEW.
"With over 100 years of proud brand history in the artisanal craftsmanship of caramel candy, we are excited to bring this premium taste to U.S. consumers," said Teruhiro Kawabe (Terry), Chief Representative for the USA & President, CEO of Morinaga America, Inc.
"The Sweets & Snacks Expo is the perfect opportunity to showcase our new brands in one place. We are confident that HI-SOFT's delicious salted caramel chew will leave consumers craving more."
HI-SOFT will be available for sampling at the 2023 Sweets & Snacks Expo from May 23rd to May 25th in Chicago, Illinois, alongside the recently released HI-CHEW Bites, unwrapped chewlets in bite-size packaging, and Chargel, a caffeine-free athletic energy gel drink.
These additions expand MAI's reach into new categories while continuing the company's mission to introduce its unique innovations from Japan to the U.S.
HI-SOFT will begin to roll out in select retailers nationwide later in 2023.
