IRVINE, Calif. – HI-CHEW is hopping into spring with a limited-time release: HI-CHEW Easter Mystery Mix. This festive mix features three fan-favorite flavors and one all-new springtime Mystery Flavor, inviting fans to unwrap, chew, and guess what surprise is hiding inside this Easter season.
Perfect for spring festivities, Easter baskets, and egg hunts alike, HI-CHEW Easter Mystery Mix delivers a playful flavor experience that's sure to delight candy lovers of all ages. The limited-edition mix features a colorful assortment of beloved flavors – Rainbow Sherbet from Fantasy Mix, Strawberry Lemonade from Fruit Combos, and Yuzu Lime from Getaway Mix – paired with a brand new Easter Mystery Flavor that keeps fans guessing with every bite. Crafted with the brand's signature chewy texture and bold fruity taste, each individually wrapped pillow pack is sized just right to slip into Easter eggs, making Easter traditions even more fun.
"Spring is all about fresh starts, joyful moments, and connecting with the people around us," said Teruhiro Kawabe (Terry), Chief Representative for the USA & President, CEO of Morinaga America, Inc. "With the debut of HI-CHEW® Easter Mystery Mix, we are creating a fun and interactive candy experience that brings families and friends together, while the new Mystery flavor adds an extra element of surprise and playful discovery to this festive celebration."
As part of the Easter Mystery Mix launch, HI-CHEW® is proud to introduce the "Hop Into Giving with HI-CHEW" campaign in partnership with Boys & Girls Clubs of Central Orange Coast (BGC of Central OC). HI-CHEW® is pledging $25,000 as an initial donation, plus additional funds raised through campaign contributions. HI-CHEW will also be donating 50,000 pieces of HI-CHEW® Easter Mystery Flavor, along with 5,000 stress balls inspired by HI-CHEW's brand mascot, Chewbie, to Club youth being served across eight Orange County cities.
"We're thrilled to welcome HI-CHEW as a new partner of the Boys & Girls Clubs of Central Orange Coast. Their support through the "Hop Into Giving with HI-CHEW®" campaign will help empower more youth, and we look forward to growing this collaboration to create even more moments of joy, learning, and opportunity for the young people we serve," said Robert Santana, Chief Executive Officer, Boys & Girls Clubs of Central Orange Coast.
In addition, HI-CHEW is spreading joy and love by inviting brand fans to participate in the "Hop Into Giving with HI-CHEW" campaign through a variety of donation touchpoints:
- From February 24 through March 30, 50% of all purchases on HI-CHEW.com will be donated to BGC of Central OC.
- From February 24 to April 4, consumers can share photos of their Easter baskets, eggs, décor, or crafts featuring any HI-CHEW product on social media using the hashtag #HICHEWHopGiving. For every qualifying post shared, HI-CHEW will donate $1.
- Consumers can visit HI-CHEW.com/HopIntoGiving for the chance to uncover the new seasonal mystery flavor with an all-new online flavor guessing game, where one grand prize winner will receive $2,000 in gift cards. HI-CHEW will donate an additional $1 for each submission.
"With our U.S. headquarters in Irvine, we feel a deep connection to Orange County," said Kawabe. "Being able to partner with an organization that is making a real difference in Southern California allows us to celebrate the season in a way that's meaningful for the community we call home, while encouraging our brand fans to participate."
Whether you're building Easter baskets, prepping for egg hunts, or treating yourself to a chewy seasonal surprise, HI-CHEW Easter Mystery Mix is an egg-cellent addition to all your spring celebrations. HI-CHEW Easter Mystery Mix is available in 11.28 oz and 6 oz stand-up pouches at major retailers nationwide, including Walmart, Kroger, and Walgreens, as well as online at
