# Flavor-Free Candy Chews The HI-CHEW Just As It Is Flavor Prioritizes Texture Over Taste By Michael Hemsworth | Published 2024-03-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/hichew-just-as-it-is-flavor References: [soranews24](https://soranews24.com/2024/03/21/hit-japanese-candy-hi-chew-famous-for-fruity-taste-releases-new-flavor-flavorless/) & [hi-chew](https://www.hi-chew.com/pages/faq)  The HI-CHEW Just As It Is Flavor is a new version of the candy product from [Morinaga](https://www.trendhunter.com/trends/morinaga-america) for the Japanese market that's crafted with an unexpected taste in mind: nothing. The candy, called the HI-CHEW Sono Manma-aji, features the recognizable shape of the original but doesn't have any flavoring to offer a chewy texture in its purest form. The candy thus prioritizes texture and could be favored by consumers seeking out an alternative experience to enjoy. The HI-CHEW Just As It Is Flavor takes a bold approach given the popularity of the existing [fruit-forward flavors](https://www.trendhunter.com/trends/hichews-blue-raspberry) in the existing product portfolio, but could catch attention for its sheer brazenness. The product is available now via [Amazon](https://www.trendhunter.com/trends/huer-peels) in Japan. ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 89% | Activity: 92% | Freshness: 22% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Minimalist Flavor Profiles:** New candy products are embracing flavorless options to cater to consumers looking for a unique textural experience. - **Textural Innovation in Candy:** Candy brands are exploring the concept of prioritizing texture over taste to offer a distinctive sensory experience to consumers. - **Audacious Flavor Absence:** A new trend in the confectionery industry sees candies boldly opting for no flavoring, challenging traditional taste-centric offerings. ### Industries Being Reshaped - **Confectionery:** The confectionery industry has an opportunity to innovate by introducing flavor-free candy products that focus on texture. - **Food Manufacturing:** Food manufacturers can explore disruptive opportunities by creating products that prioritize textural elements over traditional flavor profiles. - **Retail:** The retail sector could benefit from stocking bold flavorless candies that appeal to consumers seeking unconventional sensory experiences. ## Related on Trend Hunter - [Gummy-Style Candy Chews](https://www.trendhunter.com/trends/hichew-gummies.md) - [Infused Chewable Candy Products](https://www.trendhunter.com/trends/hichew-infrusions-orchard-mix.md) - [Dessert-Flavored Candy Chews](https://www.trendhunter.com/trends/hichew-dessert-mix.md) - [Chewy Reduced Sugar Candies](https://www.trendhunter.com/trends/hichew-reduced-sugar.md) - [Branded D2C Candy Platforms](https://www.trendhunter.com/trends/hichew-shopping-experience.md) - [Digital Candy Commercials](https://www.trendhunter.com/trends/worlds-of-flavor.md) - [Fantastical Chewy Candy Collections](https://www.trendhunter.com/trends/hichew-fantasy-mix.md) - [Playful Spellbinding Candies](https://www.trendhunter.com/trends/hichew-mystery-mix.md) - [Reimagined Fruity Frozen Treats](https://www.trendhunter.com/trends/hichew-pop.md)