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Morinaga America unveils Hi-Soft

The new caramel candy brand joins the growing MAI brand portfolio.

Morinaga America, the official distributor of Hi-Chew and Chargel, is dipping into a new confectionery category with the launch of Hi-Soft, a rich and creamy salted caramel chew that the company touts as providing consumers with a decadent snacking experience.

Hi-Soft has long been a favorite in Japan as caramels were one of Morinaga's first product introductions, the company noted.

Previewing at this year's Sweets & Snacks Expo, Hi-Soft is described as a salted caramel that  can be enjoyed by all ages no matter their candy preference. It is a sweet, velvety treat that is rich in flavor with a balanced hint of salt. The irresistibly chewy caramel bite exudes sophistication, with a deliciously soft and buttery texture that melts in your mouth with each chew. The brand name itself describes the unique flavor experience and nods to its chewy companion under the MAI umbrella, Hi-Chew.

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"With over 100 years of proud brand history in the artisanal craftsmanship of caramel candy, we are excited to bring this premium taste to U.S. consumers," said Teruhiro Kawabe (Terry), chief representative for the USA and president, CEO of Morinaga America. "The Sweets & Snacks Expo is the perfect opportunity to showcase our new brands in one place. We are confident that Hi-Soft's delicious salted caramel chew will leave consumers craving more!"

HI-Soft will be available for sampling at the 2023 Sweets & Snacks Expo from May 23 to May 25 in Chicago, alongside the recently released Hi-Chew Bites, unwrapped chewlets in bite-size packaging and Chargel, a caffeine-free athletic energy gel drink. These new additions expand MAI's reach into new categories while continuing the company's mission to introduce its unique innovations from Japan over to the United States.

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Hi-Soft will begin to roll out in select retailers nationwide in Fall 2023. The candy will be offered in a 3-ounce peg bag for a suggested retail price of $3.59 and a 10.59-ounce stand-up pouch for a suggested retail price of $7.69 (varies per market).

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