HI-CHEW's East Meets West Flavor Challenge Has Fans Decide a New US Flavor

 - Mar 16, 2018
References: hi-chew
Over the last 100 years, HI-CHEW has debuted over 170 flavors and the brand is now letting fans decide which flavors get brought to the U.S. from Japan in the East Meets West Flavor Challenge. The challenge pays homage to the brand's Japanese heritage, while also celebrating the decade of success the company has seen in the United States. The challenge is also being done to commemorate the American roots of the candy as the creator, Taichiro Morinaga, originally learned to make candy in the U.S. in the 1800s.

Through the East Meets West Flavor Challenge, consumers will be able to choose from 20 Japanese flavors to figure out which one will travel over to the United States. The current lineup of flavors features fruit based ones like Watermelon, Cantaloupe, Dragon Fruit, Lilikoi and Lychee, as well as desert offerings like Cotton Candy, Strawberry Cheesecake and Chocolate Covered Banana. The East Meets West Flavor Challenge will close in April of 2018, with the new flavor set to release in 2019.