Japanese confectioner Morinaga’s Hi-Chew sweets have become an international hit, and much of that success is due to their wide variety of fruity flavors. In addition to regular products such as strawberry, apple, lemon and grape, Morinaga also regularly alternates seasonal and regional flavors, such as banana, dragon fruit and mango. This month, however, Morinaga is introducing a new flavor of Hi-Chew, a flavor that has never been offered in the 49 years the soft candy has been on sale.
And that taste is…no taste at all.
Hello Chew Sono Manma-aji, or “Hi-Chew Just As It Is Flavor,” was released on March 18. As the name implies, it’s a Hi-Chew with no extra flavor, giving you individually wrapped pieces of the snack (we’re not). we can certainly still call them ‘sweets’ if they don’t taste sweet) in their purest basic form.
So why? As the brand name suggests, Hi-Chew’s texture is meant to be a big part of its appeal. In fact, Hi-Chew was originally created as part of Morinaga’s efforts in the 1950s to create a type of chewing gum that could be swallowed, because the idea of removing something you had chewed from your mouth was undesirable. considered rude by Japanese society, which was still largely unaccustomed to the concept of Western chewing gum.
Morinaga’s goal with the Just As It Is flavor is to meet the demand for candy products with a distinctive texture that is stress-relieving to chew. However, it appears that the company has not changed the firmness, elasticity, or other textural properties of the Just As It Is flavor compared to the regular flavored Hi-Chews.
That could make the idea of flavorless Hi-Chews pointless. If they’re the same other than the taste, in theory you should be able to chew a strawberry or lemon Hi-Chew for just as long as a flavorless one, right? However, the longer you chew a flavored Hi-Chew (or a piece of GM or other chewy candy), the weaker the flavor becomes. The flavor starts intense, then mellows and eventually becomes so diluted as to be unpleasant, with the last subtle remnants of the original flavor tickling your taste buds and distracting your brain. The Just As It Is Hi-Chew should be avoided this unpalatable third stage, as the flavor can’t be strangely diluted if there’s no flavor to begin with.
Image: PR Times
It’s a bold move for a brand that has become so strongly associated with fruity flavors, and even Morinaga itself is hedging its bet by currently only offering the Hi-Chew Just As It Is Flavor through Amazon. here. However, they promise that ‘the more you chew, the happier you’ll feel’, so if we can get our hands on a pack, hopefully we can compare it to that unflavored chewing gum we tried a while ago.
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