HI-CHEW's East Meets West Flavor Challenge Has Fans Decide a New US Flavor
Justin Lam — March 16, 2018 — Lifestyle
References: hi-chew
Over the last 100 years, HI-CHEW has debuted over 170 flavors and the brand is now letting fans decide which flavors get brought to the U.S. from Japan in the East Meets West Flavor Challenge. The challenge pays homage to the brand's Japanese heritage, while also celebrating the decade of success the company has seen in the United States. The challenge is also being done to commemorate the American roots of the candy as the creator, Taichiro Morinaga, originally learned to make candy in the U.S. in the 1800s.
Through the East Meets West Flavor Challenge, consumers will be able to choose from 20 Japanese flavors to figure out which one will travel over to the United States. The current lineup of flavors features fruit based ones like Watermelon, Cantaloupe, Dragon Fruit, Lilikoi and Lychee, as well as desert offerings like Cotton Candy, Strawberry Cheesecake and Chocolate Covered Banana. The East Meets West Flavor Challenge will close in April of 2018, with the new flavor set to release in 2019.
Through the East Meets West Flavor Challenge, consumers will be able to choose from 20 Japanese flavors to figure out which one will travel over to the United States. The current lineup of flavors features fruit based ones like Watermelon, Cantaloupe, Dragon Fruit, Lilikoi and Lychee, as well as desert offerings like Cotton Candy, Strawberry Cheesecake and Chocolate Covered Banana. The East Meets West Flavor Challenge will close in April of 2018, with the new flavor set to release in 2019.
Trend Themes
1. Flavor Preferences - The East Meets West Flavor Challenge highlights the importance of consumer input in determining new flavors, opening up opportunities for flavor innovation in the candy industry.
2. Cultural Collaboration - The challenge fosters cultural exchange between Japan and the United States, prompting potential partnerships and collaborations between companies in both countries.
3. Heritage Marketing - By paying homage to its Japanese heritage and American roots, HI-CHEW showcases the potential for brands to leverage nostalgia and history to engage customers.
Industry Implications
1. Candy - The challenge presents opportunities for candy companies to involve consumers in the flavor selection process, enhancing brand loyalty and engagement.
2. Food and Beverage - The East Meets West Flavor Challenge demonstrates the rising consumer demand for unique and exotic flavors, sparking innovation and experimentation in the food and beverage industry.
3. Marketing and Advertising - The challenge's success highlights the potential for marketing and advertising agencies to create interactive campaigns that engage consumers and elicit their participation in product development.
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