Morinaga America Partners Hi-Chew Brand With Duke University Athletics 


Irvine, CA — Morinaga America, Inc. has signed a three-year partnership with Duke University Athletics, with its Hi-Chew brand becoming the first “Official Fruit Chew of Duke Athletics.” 

The company will host on-site activations and product sampling during select home games. Hi-Chew will also be the presenting sponsor of the Blue Devil kid reporter program and will activate at two athletic events each calendar year. 

“We are thrilled to partner with Duke Athletics and bring Hi-Chew’s fun brand experience to the Blue Devil fans,” says Noriyuki Nishikawa, CEO of Morinaga America. “Hi-Chew’s first American production facility was opened in Mebane, North Carolina in 2015, so this partnership also serves as a further extension of our commitment to continue to engage the local community.”

The 100,435-square-foot factory is in close proximity to Duke University and currently employs 220 people and produces more than five million chews a day. According to the company, the partnership with Duke Athletics will enable it to support the local community and reach consumers in the North Carolina market.