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HI-CHEW Just As It Is Flavor

The HI-CHEW Just As It Is Flavor is a new version of the candy product from Morinaga 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 in the existing product portfolio, but could catch attention for its sheer brazenness. The product is available now via Amazon in Japan.

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