HI-CHEW Appoints Beanstalk

HI-CHEW®, the candy brand, has selected global brand licensing agency Beanstalk to extend its brand into food and beverage and lifestyle categories that will bring its vibrant brand experience into people’s homes and everyday lives.

Since 2008, HI-CHEW® has become a global sensation, celebrating the joy of sharing and savoring life’s simple pleasures. Known for its upbeat personality, long-lasting flavor, brightly colored packaging and Japanese heritage, HI-CHEW® creates moments of everyday happiness from the minute it’s opened.

Building off the success of marketing partnerships with Major League Baseball (MLB) and the National Hockey League (NHL) and previous brand collaborations with Menchie’s, Zola Bakes, Dana’s Bakery and The Doughnut Project, the HI-CHEW® licensing program will offer consumers exciting ways to honor, share and enjoy this authentic Japanese confectionery brand. Beanstalk will leverage HI-CHEW®’s mouth-watering flavors and vibrant colors to a variety of categories including food and beverage, fashion and lifestyle, health and beauty, gift and novelty, social expression, and buzzworthy collaborations.

Teruhiro Kawabe, Chief Representative for the USA & President, CEO of Morinaga America, Inc., said, “I am excited to announce our strategic partnership with licensing agency Beanstalk. This collaboration marks a significant milestone for us, opening doors to a broader audience and allowing us to share the exceptional quality and taste of our brand with a wider demographic of consumers.”

Allison Ames, President and CEO of Beanstalk, said, “Beanstalk is thrilled to be partnering with beloved confectionary brand HI-CHEW®. With a digitally engaged audience that embraces the brand’s all-natural ingredients, bright color palette and Japanese heritage, HI-CHEW® is establishing a unique position in culture. This will naturally translate to vibrant and exciting partnerships. We look forward to bringing HI-CHEW®’s brand to life through joyful products that consumers will celebrate in a multitude of ways.”