Hi-Chew sugars kids up, and tricks them into hygiene

Need more sugar!

Soft, fruity, chewy. Man, what isn’t there to love about Morinaga’s delicious candy treat, Hi-Chew? For those of you who haven’t had a chance to indulge in a pack of this sugary snack, it’s probably best described as something like a Mamba or Starbust fruit chew, but catered to a Japanese palette, and is slightly gummier. Oh yeah, they are also more addictive than your average pusher’s street crack.

All this adds up to a potential nightmare for kids’ teeth. Morinaga Japan is in the testing stages of a toothbrushing videogame, complete with Hi-Chew-branded toothbrush controller. The above video shows kids getting hyped up on some delicious High-Chew, then burning off those calories in a frenzied rhythm type toothbrushing game, targeting nasty microbes. Is this a smart way to encourage kids? I’m just worried about that one kid who wants the top score, earning bloodied and battered gums on his way to their achievement!

Toothbrush Hero! Candy Maker Plans to Fight Cavities through Video Games [RocketNews24]

Hiroko Yamamura