Moringa America, FiiZ unveil confectionery-inspired beverage lineup

In July 2026, Confectionery brand HI-CHEW, owned by Morinaga America, recently partnered with FiiZ, a Utah-based specialty soda retailer, to introduce two limited-edition dirty sodas inspired by its dessert-flavored candy range. The new beverage lineup includes Orange Creamsicle and Frozen Key Lime Pie, following the recent expansion of HI-CHEW's Dessert Mix collection, which added Orange Creamsicle alongside returning flavors such as Key Lime Pie, Strawberry Ice Cream, and Candy Apple.

The collaboration brings the dessert-inspired candy flavors into the beverage category by recreating them as dirty sodas. The limited-edition drinks will be available exclusively at FiiZ outlets from July 1 all the way through August 31.

The HI-CHEW x FiiZ Orange Creamsicle drink combines Fanta Orange, ice cream purée, and cream, topped with whipped cream and a HI-CHEW Orange Creamsicle candy. Meanwhile, the HI-CHEW x FiiZ Frozen Key Lime Pie drink features a blend of ice cream, key lime and vanilla syrups, finished with whipped cream, graham cracker crumbles, fresh lime, and a HI-CHEW Key Lime Pie candy. The collaboration marks HI-CHEW's entry into the beverage segment as the brand expands its presence beyond confectionery through limited-edition product offerings.

Impact on the Food and Beverage Market

In the food and beverage industry, collaboration is essential for driving innovation and staying competitive. By partnering with other brands, companies can share expertise, expand their reach, and enhance their offerings with fresh, inventive flavors and formats. From cookie-flavored sodas to soda-inspired desserts, these creative partnerships are redefining traditional product lines and challenging expectations of taste and texture.

Collaborations in the food and beverage market have a significant impact on innovation, consumer engagement, and market growth. These partnerships drive innovation by combining expertise and creativity, leading to the development of new products and flavors. Collaborations also enhance brand visibility and consumer engagement through strategic alliances that leverage entertainment, sports, and celebrity influence. Additionally, collaborations contribute to sustainability efforts and digitalization by integrating technology into product development and marketing strategies. Overall, collaborations are a powerful tool for food and beverage brands, as it helps them navigate a competitive and fragmented consumer market.

Impact on the Confectionery Market

The global confectionery market size is calculated at USD 284.23 billion in 2025 and is predicted to increase from USD 300.34 billion in 2026 to approximately USD 491.02 billion by 2035, expanding at a CAGR of 5.62% from 2026 to 2035.

According to Precedence Research, the constantly evolving consumer taste and preferences have encouraged manufacturers to indulge in the production of new and innovative confectionery products. Introduction of functional ingredients, innovative fillings, and exotic flavors in the various confectioneries like chocolates and sweets has significantly driven the global confectionery market in the past. Various marketing and promotional strategies of the key market players have a key role in the increased consumption and sales of the various confectioneries.

The confectionery market is growing quite significantly, and is driven by demand for healthier products, premiumization, e-commerce, and flavor novelties. New brands are presenting novel and exotic flavor combinations, like chili-lime dark chocolate, cola, fizzy drinks, or matcha-infused snacks and beverages. 

Impact on the Energy Drinks Market

The global energy drinks market size was calculated at USD 86.18 billion in 2025 and is predicted to increase from USD 93.21 billion in 2026 to approximately USD 188.83 billion by 2035, expanding at a CAGR of 8.16% from 2026 to 2035.

According to Precedence Research, the market comprises of beverages that are formulated with ingredients like caffeine, taurine, vitamins, and herbal extracts designed to enhance mental alertness and physical performance. It also includes ready-to-drink energy drinks, energy shots, and sugar-free and natural/organic variants distributed through retail and online channels. This market is driven by rising working populations, fitness enthusiasts, and lifestyle consumers seeking quick energy boosts, with innovation focused on healthier and functional formulations.

People who are especially residing in Western nations are rapidly adopting online shopping platforms to purchase food and beverage items, including processed foods and energy drinks. Leading brands are widely adopting eco-friendly bottles for storing energy drinks. The top companies dealing in this sector are investing rapidly to advance R&D activities, strengthen the supply chain, and expand their businesses globally.

Expert Opinion

Teruhiro "Terry" Kawabe, Chief Representative, U.S., President and Chief Executive Officer, Morinaga America, said,

"At HI-CHEW, we are continually exploring new ways to extend our brand beyond traditional confectionery and create meaningful connections with consumers through unexpected experiences. Our collaboration with FiiZ represents an exciting milestone as we enter the beverage category, leveraging the growing popularity of dirty sodas to bring our iconic flavors to life in a new format. By meeting consumers where culture and flavor intersect, we are creating additional opportunities for fans to engage with the HI-CHEW brand."

Scott Ball, President, FiiZ Drinks, shared,

"At FiiZ, we're always looking for new ways to surprise and delight our customers with creative flavor combinations and memorable drink experiences. HI-CHEW is a beloved brand known for its bold, fruit-forward flavors, making it a natural partner for us. Together, we've transformed two fan-favorite dessert flavors into indulgent dirty sodas that capture the fun, nostalgia, and excitement of summer in every sip."