Premium confectionery brand Hi-Chew has reported strong sales in its first few months on the Australian market.

The fruit flavoured chews began being ranged in Coles supermarkets at the end of May, and by mid-August, the brand reported its pegs bags of Original Mix had ranked third in sales. It’s Sweet & Sour mix was also close to the top ten and its Tropical Mix made it into the top 20.

Managing Director of Morinaga Asia Pacific Co, Terry Kawabe, said they were positive results, given the brand only entered the Australian market earlier this year.

“After just a few months in Australia, we’re outselling many famous global brands. This parallels the success we’ve seen in New Zealand, where sales of Hi-Chew have jumped by 300% in five years.  At Pak ‘n Save and New World markets in Auckland, our sales per store hit nearly 1,000 units a month this year — over 20 units per 100,000 population.”

Hi-Chew is the highest selling soft candy in Japan and the brand has been proactive in promoting its presence in Australian and New Zealand, said Managing Director of its Australian distributor Grocery Corporation, Anthony King.

“From the real fruit flavours and unique long-lasting texture to the packaging, this is a premium candy.  To encourage trial purchases, we’ve been supporting our retailers with monthly 25%-off promotions,” Mr King said.

Pack options in Australia include the peg bags of mixed flavours and four stick flavours in Strawberry, Grape, Green Apple and Mango. Globally, the brand has more than 170 flavours.

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