HI-CHEW, a brand under Morinaga America, has announced its entry into the beverage category through a partnership with speciality soda retailer FiiZ. The collaboration features two limited-edition "dirty soda" offerings inspired by the brand’s HI-CHEW Dessert Mix collection.
The initiative marks a cross-category expansion for the confectionery brand, utilising the growing consumer interest in the "dirty soda" segment, a market trend involving the mixing of sodas with syrups, creams, and purées.
The limited-edition menu items will be available across all FiiZ locations nationwide from 1 July 2026 through 31 August 2026.
Product Development
The partnership leverages the flavour profiles of HI-CHEW’s existing dessert-inspired candy range to create a new format for consumer engagement. By shifting these profiles from a solid candy format to a beverage application, the brands aim to capture seasonal demand during the summer months.
The beverage range includes:
🍊 Orange Creamsicle Drink: An Orange Fanta-based beverage with ice cream purée and cream, finished with whipped cream and an Orange Creamsicle HI-CHEW.
🥧 Frozen Key Lime Pie Drink: A frozen blend of ice cream, key lime and vanilla syrups, topped with whipped cream, graham cracker crumbles, fresh lime and a Key Lime Pie HI-CHEW.
Operational Context
The collaboration is positioned as an attempt by the confectionery brand to create new consumption touchpoints outside of traditional retail confectionery aisles. According to Teruhiro Kawabe, President and CEO of Morinaga America, the strategy involves leveraging the popularity of existing beverage trends to introduce brand assets into new formats.
To support the launch, FiiZ will incorporate the co-branded offerings into its established menu structure, with pricing ranging from $3.99 to $5.99 depending on the size and product selection. The campaign will be supported by consumer engagement initiatives, including collectable merchandise and social media promotions throughout the partnership duration.
