By Allison Watkinson
TLL Reporter
Hi-Chew has appointed the Beanstalk licensing agency to extend its fruit candy brand into new product categories.
Beanstalk is a global brand extension licensing agency that works alongside its clients to develop licensed products and services.
The agency offers a wide range of services such as licensing representation, cultural intelligence, brand partnerships, Web3 expertise, sales, financial aid and more.
Beanstalk is a member of the Omnicom Specialty Marketing Group (OSMG).
OSMG is provides global services that include marketing, merchandise technology, sales support, brand extension and talent management.
Beanstalk intends to leverage the Hi-Chew brand’s distinctive flavors and bright colors to enter a variety of product categories such as food and beverage, fashion, lifestyle, health and beauty, novelty, social expression and more.
The licensing program will build off the success of Hi-Chew’s previous partnerships with high-profile brands such as Menchie’s, Major League Baseball, Zola Bakes, the National Hockey League, Dana’s Bakery and The Doughnut Project.
“Beanstalk is thrilled to be partnering with beloved confectionary brand Hi-Chew,” said Beanstalk CEO Allison Ames. “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,” added Ames. “We look forward to bringing Hi-Chew’s brand to life through joyful products that consumers will celebrate in a multitude of ways.”
Hi-Chew was first released in the Japanese market in 1975 as a cross between chewing gum and fruit candy.
Since its initial creation, Hi-Chew has become available across the globe in a variety of confectionary formats and flavors.
The Hi-Chew fruit candy brand is manufactured and distributed by the Japanese confectionary company, Morinaga & Co, and its international subsidiaries.
“I am excited to announce our strategic partnership with licensing agency Beanstalk,” said Morinaga America CEO Teruhiro Kawabe. “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.”
Established in 2008, Morinaga America is a wholly-owned subsidiary of Morinaga & Co that serves as the official distribution, marketing and sales arm of the company’s Hi-Chew, Hi-Soft, and Chargel products in the U.S.
The Omnicom Specialty Marketing Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. that includes more than two hundred companies in a wide range of marketing disciplines.
Beanstalk Named Global Licensing Agency for Hi-Chew Candy Brand
