#Japan #Tokyo #Morinaga #Kuradashi #MOW

Morinaga Milk and Kuradashi Team Up for MOWTTAINAI PROJECT

In an innovative effort to tackle food waste, Morinaga Milk and Kuradashi have joined hands to launch the second phase of their MOWTTAINAI PROJECT, featuring the special edition "MOW Vanilla (MOW TTE Iu GAME Package)" ice cream. This project aims to address concerns about food waste while enhancing consumer experiences.

Background of the Initiative

Kuradashi has made strides in creating a market focused on reducing food loss by buying products that might usually go unsold due to issues like damaged packaging or nearing expiry dates and offering them to consumers through their social good market initiative. The MOWTTAINAI PROJECT, initiated in March 2025, focuses on leveraging the popular ice cream brand "MOW" to raise awareness about food waste.

During the first phase of the project, the theme revolved around the idea of preventing food waste related to army biscuits nearing their expiration date. This campaign included engaging real-world events and social media initiatives, reaching over 40 participants and fostering a mindset of "waste not" among consumers.

Exciting New Game Packaging

The second phase introduces an exciting new game concept. Consumers will find an innovative sleeve around the MOW ice cream cup that transforms it from a disposable item into a fun card game. This allows friends and family to enjoy an interactive experience while savoring their ice cream. By repurposing the sleeve, the project aims to enrich the MOW eating experience.

Key Details About the Product

• - Product Name: MOW Vanilla - MOW tte Iu Game Package
• - Release Date: July 6, 2026
• - Availability: Nationwide at convenience stores, mass retailers, and regular retail shops
• - Limited Quantity: Available for a limited time
• - Price: 180 yen (excluding tax)
• - Gameplay: Use the sleeve as cards to play an original game based on the popular card game "Haa tte Iu Game," designed by game creator Koichi Yonemitsu specifically for MOW. The packaging also features three original game cards.

Kuradashi's Vision

Kohei Tokuyama, CEO of Kuradashi, commented on the project, emphasizing the mission to imbue value in items that are often discarded after use. He expressed his excitement about collaborating with Morinaga Milk for the second phase of the MOWTTAINAI PROJECT. Tokuyama hopes families can enjoy the ice cream and game together this summer, fostering both joy and awareness of food waste.

About the Game

The card game at the core of this packaging draws inspiration from a popular series with over 1.2 million copies sold. Developed by Koichi Yonemitsu, known for creating the game "Puyo Puyo," it encourages players to convey emotions and scenarios through voices and expressions, enhancing communication skills.

About Morinaga Milk and Kuradashi

Morinaga Milk was established in April 1949 and is headquartered in Tokyo, engaged in a range of dairy products. Kuradashi, a social good market launched in 2014, focuses on reducing food waste by providing products at reduced prices while directing a portion of the profits to social causes, including environmental protection and disaster support.

Through initiatives like the MOWTTAINAI PROJECT, both companies are committed to making a tangible impact on society while providing enjoyable experiences for consumers.

For further details on the product, prospective buyers can visit the Morinaga Milk official site.