A Hauntingly Sweet Surprise: HI-CHEW Rolls Out Mystery Mix for Halloween

Featuring three fan-favorite fruity flavors – and one secret surprise that’ll keep fans guessing

(IRVINE, Calif.) August 26, 2025 – HI-CHEW®, the immensely fruity, intensely chewy candy, is casting a deliciously playful spell on candy aisles this fall with a spooky-season treat that’s anything but ordinary: HI-CHEW® Mystery Mix. Available while supplies last, this limited-edition mix delivers a hauntingly fun lineup of fan-favorite flavors, plus one mysterious chew that dares fans to guess what’s hidden beneath the wrapper.

HI-CHEW® Mystery Mix includes a vibrant blend of beloved flavors, including Watermelon from Sweet & Sour Mix, Blue Raspberry from Fantasy Mix, and Candy Apple from Dessert Mix – plus a brand-new mystery flavor, keeping brand fans in suspense with every chew until it’s revealed on Halloween day. Crafted with the brand’s signature double-layer technology and presented in an all-white chewlet, the mystery flavor has never appeared in any previous HI-CHEW® mix, making this new Halloween treat an interactive experience like no other.

To add extra excitement to this year's Halloween drop, the mischievous mascot Chewbie takes center stage in a festive witch costume on the new seasonal packaging – complete with a spellbinding purple swirl background for a whimsical touch. For the first time ever, Chewbie also appears on each Mystery Flavor pillow pack, bringing a playful experience to every unwrapping moment.

“HI-CHEW® takes pride in crafting imaginative flavor experiences that spark both delight and curiosity,” said Teruhiro Kawabe (Terry), Chief Representative for the USA & President, CEO of Morinaga America, Inc. “Halloween is the perfect time to introduce a mystery flavor to our lineup, and the launch of HI-CHEW® Mystery Mix invites fans to unwrap the unexpected and celebrate the playful energy of the candy-centric season. We are excited to see consumers join in the fun and share their guesses for the mystery flavor!”

While consumers wait for the top-secret flavor reveal, HI-CHEW® invites fans to embark on a spooktacular Halloween adventure and join the ultimate guessing game. Beginning in early September, consumers can visit HI-CHEW.com/houseofmystery for their chance to uncover the mystery flavor and win a grand prize to celebrate the season of thrills. Those who accurately guess the mystery flavor will be entered for a chance to win the Grand Prize: a $2,500 Visa Gift Card to fund a mystery adventure of their choice, along with an assortment of HI-CHEW® candy and merchandise. Furthermore, the first 100 participants to enter the guessing game will receive a Mystery Prize Pack filled with HI-CHEW® candy and exclusive Halloween-themed merchandise, so everyone has the chance to walk away with something special for their seasonal activities.

This marks the brand’s first Halloween-themed product since the debut of HI-CHEW® Sweet & Sour Mystery Mix in 2017. In a thrilling return to the seasonal scene, HI-CHEW® Mystery Mix is rejuvenating the Halloween spirit with a sweet and spooky assortment that promises to engage candy lovers and entice brand fans. This limited-edition mix transforms Halloween into more than just tricks, but also a celebration of surprising, delightful treats.

Whether you’re passing them out for trick-or-treating, dropping them in party bowls, or stashing them away for yourself, HI-CHEW® Mystery Mix is the must-have candy of the season. With chewy textures, bold fruit flavors, and a surprise in every bite, it’s everything Halloween candy should be, and more.

HI-CHEW® Mystery Mix is available in 6 oz and 11.28 oz stand-up pouches at major retailers nationwide, including Kroger, Target, Five Below, Dollar General, and more. Fans can also find the 6 oz pouch on HI-CHEW.com starting early September.

HI-CHEW® is made with concentrated fruit juices, and both natural and artificial flavors, and contains no colors from synthetic sources. HI-CHEW® is also gluten-free. To learn more about HI-CHEW®, visit HI-CHEW.com, like us on Facebook, and follow us on Instagram (@HICHEWUSA) and TikTok (@HICHEWUSA).

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About Morinaga America, Inc.:

Established in 2008, Morinaga America, Inc. is the official distributor of HI-CHEW®, HI-SOFT™, and Chargel™ in the United States. Morinaga America, Inc. (marketing and sales) and Morinaga America Foods, Inc. (manufacturing) are wholly-owned subsidiaries of Morinaga & Co., Ltd., which began in 1899 as the first, modern candy maker and producer of chocolates in Japan. In 2015, Morinaga America, Inc. opened its first United States manufacturing facility in North Carolina. With over 300 flavors of HI-CHEW® having debuted in Japan, Morinaga America, Inc. has introduced the United States market to the best of Japanese confectionery.

About HI-CHEW®:

Choose Different. Choose Fun. Chew HI-CHEW®. The history of Morinaga stretches back over a century when company founder Taichiro Morinaga brought his candy-making skills to Japan from America in the 1800s. HI-CHEW® has long been the best-selling soft candy in Japan and continues to see year-over-year growth throughout other parts of Asia and in the United States. In the United States, HI-CHEW® is currently offered in sticks, peg bags, and stand-up pouches. The HI-CHEW® sticks come in a variety of flavors including Strawberry, Green Apple, Mango, Grape, Banana, Kiwi, Açaí, Sweet & Sour Watermelon, and new Blue Raspberry. HI-CHEW® also offers peg bags in the following flavors: Original Mix, Tropical Mix, Superfruit Mix, Sweet & Sour Mix, Soda Pop Mix, Berry Mix, Plus Fruit, Fantasy Mix, Reduced Sugar, Dessert Mix, and new Getaway Mix. The Stand-Up Pouches are available in Original Mix, Tropical Mix, Sweet and Sour Mix, Fruit Combos, Infrusions Orchard Mix, Dessert Mix, and new Getaway Mix. HI-CHEW® Bites are unwrapped in bite-size packaging in Mango, Green Apple, and Strawberry flavors. HI-CHEW® Gummies and HI-CHEW® Gummies Sour reimagine the brand's iconic chewlets in a new gummy form. HI-CHEW® is made with concentrated fruit juices and is free of gluten, with no colors from synthetic sources. HI-CHEW® continues to expand fruity, chewy flavor offerings annually. In 2020, HI-CHEW® won a Nielsen Design Impact Award for its new Original Mix packaging update that hit shelves in 2019. For more information, visit HI-CHEW.com.