Beyond the Gel: Morinaga America Bets on ‘Fun Fuel’ to Disrupt Endurance Sports

Irvine, CA – October 29, 2025 – For decades, endurance athletes have relied on a fairly predictable toolkit of fueling options: energy gels, chews, and bars. Often messy, requiring water, and with a focus solely on function over flavor, the category has remained stubbornly resistant to innovation. Now, Morinaga America, Inc., the company behind the popular Hi-Chew candy, is aiming to disrupt that landscape with Chargel, a unique, crushable gel drink positioned as a more enjoyable and convenient alternative.

With planned sampling activations at the TCS New York City Marathon Expo and Bike the Coast in Southern California this November, Morinaga is doubling down on its bet that athletes are ready for ‘fun fuel’ – a product that doesn't sacrifice performance but elevates the experience.

From Candy to Cutting-Edge: Morinaga's Expansion

Morinaga America’s journey into the functional beverage space began with the success of Hi-Chew, a chewy candy that has become a staple in convenience stores across the US. Building on that momentum, the company sought new avenues for growth, identifying the endurance sports market as a particularly attractive opportunity. “We saw a gap in the market for a product that addressed the needs of endurance athletes in a more appealing way,” explains a company spokesperson. “Traditional energy gels often lack flavor and can be difficult to consume on the go. We wanted to create something that was both effective and enjoyable.”

Financial reports indicate robust growth for Morinaga America in recent years, fueled by the success of both Hi-Chew and Chargel. While specific figures remain closely guarded, industry analysts confirm the company’s upward trajectory. “Morinaga has successfully leveraged its expertise in candy manufacturing to create a unique and innovative product in the functional beverage space,” says one industry observer. “They are well-positioned to capture a significant share of the endurance sports market.”

The Rise of ‘Fun Fuel’

Chargel distinguishes itself from the competition through its unique texture, packaging, and formula. Unlike traditional energy gels, which are often thick and require water to wash down, Chargel is designed to be easily consumed on the go. The “crushable” pouch allows athletes to squeeze the gel directly into their mouths, eliminating the need for water and reducing the risk of spills.

“The convenience factor is huge,” says an anonymous marathon runner who tested Chargel during a recent training run. “I hate having to carry water bottles with me during long runs, and I always struggle with getting traditional energy gels down. Chargel was so much easier to consume, and it actually tasted good!”

Furthermore, Chargel’s plant-based formula caters to the growing demand for natural and allergen-free products. The gel is free from artificial colors, flavors, and preservatives, making it a healthier option for athletes who are conscious about what they put into their bodies.

Disrupting a Crowded Market

The endurance sports drink market is fiercely competitive, dominated by established players like Gatorade, GU Energy, and Nuun. To stand out from the crowd, Chargel is focusing on differentiation through innovation and consumer engagement.

“We’re not trying to compete head-to-head with the established brands,” says the Morinaga spokesperson. “We’re targeting a different segment of the market – athletes who are looking for a more enjoyable and convenient fueling experience. We’re also investing heavily in social media and event marketing to build brand awareness and engage with our target audience.”

The company’s sampling activations at the New York City Marathon Expo and Bike the Coast are key components of this strategy. By allowing athletes to try the product firsthand, Morinaga hopes to generate buzz and drive sales. “We believe that once athletes experience the benefits of Chargel, they’ll become loyal customers,” says the spokesperson.

The Future of Endurance Fueling

The success of Chargel remains to be seen, but its innovative approach to endurance fueling has the potential to disrupt a category that has long been resistant to change. By focusing on convenience, taste, and natural ingredients, Morinaga America is tapping into a growing demand for products that cater to the evolving needs of athletes.

“The traditional energy gel market is ripe for disruption,” says an anonymous sports nutritionist. “Athletes are increasingly looking for products that are not only effective but also enjoyable and sustainable. Chargel has the potential to fill that gap.”

As the endurance sports market continues to grow, it’s likely that we’ll see more companies experimenting with new and innovative products. Morinaga America’s bet on ‘fun fuel’ could pave the way for a new era of endurance fueling, one that prioritizes both performance and enjoyment. With its ongoing commitment to innovation and consumer engagement, Morinaga America appears well-positioned to capitalize on this trend and establish itself as a leading player in the endurance sports drink market.