HI-CHEW hid a brand-new flavor inside its Halloween Mystery Mix as a blank white chew you have to guess. The pouch puts mascot Chewbie in a Frankenstein's Monster costume, and the nationwide guessing game starts today, September 15. Read it through the pack, and the trick is color. HI-CHEW built its shelf identity on bright, fruit-matched wrappers, green for apple, purple for grape, so shoppers clock the flavor before they read a word. The mystery chew drops that cue and shows up as a plain white chewlet in a blank wrapper, so the only way to learn the flavor is to eat it. That's a confident bet for a brand that won a Nielsen Design Impact Award for the way it colors its packs.
HI-CHEW brought back its Halloween Mystery Mix for 2026 and opened a nationwide flavor-guessing game around a brand-new secret flavor on September 15, 2026. The mix sells in 5.6 ounce and 11.6 ounce stand-up pouches at Kroger, Target, Albertsons, and HI-CHEW.com, while supplies last.
The new flavor arrives as a plain white chewlet in a blank wrapper, so the color gives nothing away and you have to taste it to guess. On the front of the pouch, HI-CHEW's mascot Chewbie wears a Frankenstein's Monster costume among spiders and cobwebs, a mad-scientist frame for the hidden chew.
Starting September 15, HI-CHEW invites fans across the country to guess the secret flavor, with clues posted on the brand's social channels. Every bag mixes the unknown chew with three known flavors, Green Apple, Orange Creamsicle, and Cotton Candy.
Sources: PR Newswire, NOSH, Chain Drug Review, Snack Food & Wholesale Bakery. Product image: Morinaga America.
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