Hi-Chew, The Americanized Hi-Chew

Hi-Chew, a candy bar created by the Procter and Gamble Company (the parent company for Cola-Dieter), has enjoyed some major success since its creation. But as the company's marketing director, Kayleigh Westerfield explained, there actually was another reason why Hi-Chew had to be manufactured in the USA. "In a corporate goal, really value and understand this Japanese tradition of this particular brand and respect it as their candy, but want Americans to embrace it as their candy as well. It's more than just a marketing goal, it's how we live."

Over the past three decades Hi-Chew has been brought to the attention of the general public not only in the United States but also in Japan where many millions of people are familiar with it. What is it about Hi-Chew that makes it so popular? To understand that one must first understand what 7-eleven is.

At its core, Hi-Chew, technically a confectionery product in Japan, is a variation on a traditional sweet known as "kuro" which translates as "little bar," but has a completely different connotation in Japan than it does in the west. For generations, Japanese parents have passed down small packets of sweet confections to their children, usually from the age of one upwards. Many westerners may visualize a candy bar as something sweet to give to kids to enjoy during the holiday season, but in Japan it signifies a special treat between parent and child. And so it was that when the Hi-Chew candy bar was created by the Procter and Gamble Company, a symbol was born.

Like its main competitor, the Hi-Chew Premium Candies, Hi-Chew strawberry candy contains a concentrated formula of artificial flavorings, colorings and nutritive additives that impart a unique flavor to the sweet. Each bag contains approximately sixty pieces per bag and is intended for consumption within twelve hours of opening the bag. Due to the overwhelming success of the Hi-Chew Premium Candies, Hi-Chew candy is now available in forty-one different flavors, including an assortment of strawberries and passionfruit. While Hi-Chew Premium Candies is primarily aimed at children, its fruit counterparts are marketed towards adults. The company's fruit counterparts can be found in a variety of different packages including bags, tubes, jars and individually wrapped candy bars.

The major difference between the fruit offerings and the candy itself is the consistency. Whereas Hi-Chew strawberry candies are predominantly filled with real fruit flavors, Hi-Chew Premium Candies is mostly coated with candy coatings and other sugary substances. The fruit in these candies does not have the same taste as that of real fruit, but the artificial sweetness that these products deliver is still very prominent.

As the Hi-Chew Company continues to expand internationally, they have begun producing candy similar to Hi-Chew Strawberry Shortcake in Japan, which is geared towards children. This product line offers traditional Japanese flavors along with American and European sweets. Both flavors seem to enjoy great success in the North American marketplace, although the Japanese market has lagged behind in terms of sales growth. However, with American consumers increasingly turning their backs on traditional sweets, these candies seem to be a healthy alternative to sugary, high calorie alternatives.

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