Special packages of Tough Gummy featuring newly drawn My Hero Academia artwork are heading to stores across Japan. Kabaya Foods Corporation (カバヤ食品株式会社) will release Tough Gummy (タフグミ) and Tough Gummy Grapey Punch (タフグミ グレーピーパンチ) in the collaboration packaging in stages nationwide from Monday, November 9, 2026. A second round of the collaboration campaign, with collaboration goods as prizes, starts on Tuesday, November 24.
About the Tough Gummy Brand
The Tough Gummy brand carries the tagline "The more you chew, the better it tastes, this elasticity" (噛むほどウマい、この弾力。). Its chewy, highly elastic texture, large pieces, and the kick of sour powder create an addictive taste that many customers have supported. Fiscal 2025 sales topped ¥10 billion, the first time any of Kabaya's product brands has reached that mark.
The flagship Tough Gummy has also ranked No. 1 in single-item sales in the gummy market for three consecutive years (see note below).
※ Intage SRI+ gummy market cumulative sales amount, single-item ranking (April 2023 to March 2026)
A Second Collaboration With My Hero Academia
Earlier this year, in June, Tough Gummy ran a first collaboration campaign with My Hero Academia under the key message "Bouncy deliciousness, as your strength" (弾むウマさを、君の力に。), with the aim of supporting people who keep taking on challenges every day. In response to the many reactions it received, an upgraded second round of the campaign is now being held.
Collaboration Packages
The special packages use newly drawn artwork created for this collaboration. They overlay two traits of the Tough Gummy brand, the bouncy deliciousness that keeps you chewing and the character of a "partner" who cheers on people doing their best, onto the My Hero Academia characters, expressing a resolve to support the many people who work hard.
With Tough Gummy, the more hard-working people chew, the more their spirits go "PLUS ULTRA"※, giving a push to those who take on challenges.
※ "PLUS ULTRA" is a phrase that appears in My Hero Academia as the motto of U.A. High School. It means "go even further beyond."
Two types of limited collaboration packages with newly drawn artwork are available, on the theme "Bouncy deliciousness, as your strength."
- Tough Gummy: designed with Izuku Midoriya (緑谷出久), Shoto Todoroki (轟焦凍), and Ochaco Uraraka (麗日お茶子). The package expresses "Midoriya x power-bursting energy drink flavor," "Todoroki x refreshingly stimulating soda flavor," and "Uraraka x fizzy, nostalgic cola flavor."
- Tough Gummy Grapey Punch: designed with Katsuki Bakugo (爆豪勝己) and Eijiro Kirishima (切島鋭児郎). The package expresses "Bakugo x grape α flavor with a hidden sweetness" and "Kirishima x grape β flavor with an addictive sourness."
Tough Gummy collaboration package
Tough Gummy Grapey Punch collaboration package
Tough Gummy x My Hero Academia Collaboration Campaign
Collaboration goods are given away by lottery to people who buy eligible products and apply through the campaign site.
- Receipt validity period: November 9, 2026 (Monday), 12:00 AM to January 29, 2027 (Friday), 12:00 PM
- Application period: November 24, 2026 (Tuesday), 12:00 PM to January 29, 2027 (Friday), 12:00 PM
- Eligible products: all products in the Tough Gummy brand series
- Campaign site: https://www.kabaya.co.jp/products/catalog/tough/heroaca/
- How to apply: upload an image of the purchase receipt for an eligible product to the campaign site
Notes:
- Pressing the application button on the campaign site takes you to the official LINE account for Kabaya Foods campaigns.
- The application site goes public on November 24, 2026 (Tuesday) at 12:00 PM.
- Please read the application terms on the site carefully before applying.
Prizes and Number of Winners
- Prize A: Tough Gummy x My Hero Academia collaboration acrylic stand sheet. Purchase of ¥600 or more of eligible products. 100 winners.
- Prize B: Tough Gummy x My Hero Academia collaboration original T-shirt. Purchase of ¥400 or more of eligible products. 100 winners.
- Prize C: Tough Gummy x My Hero Academia collaboration clear slider pouch. Purchase of ¥200 or more of eligible products. 100 winners.
※ Images are for illustration. Actual items may differ.
※ All purchase amounts include tax.
Prize A: Tough Gummy x My Hero Academia collaboration acrylic stand sheet
Prize B: Tough Gummy x My Hero Academia collaboration original T-shirt
Prize C: Tough Gummy x My Hero Academia collaboration clear slider pouch
Tough Gummy x My Hero Academia Collaboration Web CM
A Web CM packed with Tough Gummy's aim of being "a partner-like presence that cheers on people doing their best" will run alongside the collaboration.
- Web CM title: "Cheers for You Who Do Your Best" (頑張るキミにエールを), 15 seconds
- Run period: from November 2, 2026 (Monday), 10:00 AM to January 29, 2027 (Friday), 12:00 PM
- Video: Kabaya Foods official YouTube channel
About My Hero Academia
My Hero Academia is an anime based on the comic by Kohei Horikoshi, which was serialized for 10 years in Weekly Shonen Jump (published by Shueisha). The comic series has surpassed 100 million copies in cumulative worldwide circulation.
The story is set in a world where about 80% of the total population has a superhuman ability called a "Quirk." It follows the growth, battles, and friendships of Izuku Midoriya, known as "Deku," a student at U.A. High School, and his classmates, who aim to become heroes, the profession that protects people and society from accidents, disasters, and villains who misuse their Quirks.
Starting with Season 1 in April 2016, a total of 8 seasons and 170 episodes aired through the FINAL SEASON in 2025, and four films have been released. The anime is currently streaming on various video streaming platforms.
Reference: Tough Gummy Brand Lineup
All products are open price.
Tough Gummy Series
Tough Gummy
Tough Gummy Grapey Punch
Limited-time flavor: Tough Gummy Apple Impulse (タフグミ アップルインパルス)
Tough Gummy MEGA
- A satisfying bite from the thick, highly elastic cube shape, with the punch of sour powder at the first bite and a moderate sweetness, enjoyed as an assortment for an addictive taste
- Type and contents: gummy candy, 100g (Tough Gummy MEGA is 203g)
- Where to buy: supermarkets, convenience stores, drugstores, and other stores nationwide
Tough Gummy mini Series
Tough Gummy mini Lemon & Soda Duo
- Keeps the secret of Tough Gummy's deliciousness, in an easy-to-eat small-piece size
- A juicy, punchy assortment of two types, lemon and soda
- Type and contents: gummy candy, 80g
- Where to buy: supermarkets, convenience stores, drugstores, and other stores nationwide
Tough Gummy PRO Series
Tough Gummy PRO Caffeine Ginger Lemon
- Keeps the secret of Tough Gummy's deliciousness, and through ingredient design the stimulation when you put it in your mouth is about 2 times that of regular Tough Gummy ※
- Type and contents: gummy candy, 100g
- Where to buy: supermarkets, convenience stores, drugstores, and other stores nationwide
※ Compared with the soda flavor included in Tough Gummy
Tough Gummy PROTEIN White Soda & Strawberry Soda
- Keeps the deliciousness of Tough Gummy, with 12g of protein per bag (80g) and 25% less sugars than the soda flavor of Tough Gummy
- Type and contents: gummy candy, 80g
- Where to buy: supermarkets, convenience stores, drugstores, and other stores nationwide
Related Links
- Tough Gummy brand page: https://www.kabaya.co.jp/catalog/tough/
- Tough Gummy official X account: https://x.com/kabaya_tough
- Tough Gummy official TikTok account: https://www.tiktok.com/@kabaya_tough
