Morinaga Milk Industry x Kuradashi Launch Second "MOWTTAINAI PROJECT" with "MOW Vanilla (MOW Game Package)"

Background

Kuradashi has pioneered the "1.5th distribution" market, aiming to reduce food loss by purchasing products that are still consumable but difficult to sell through normal channels due to reasons such as approaching expiration dates, seasonal items, packaging defects, or damage from natural disasters. These products are then offered to consumers at affordable prices through the social good marketplace "Kuradashi."

As part of these efforts, Kuradashi and Morinaga Milk Industry launched the "MOWTTAINAI PROJECT" in March 2025, an initiative to communicate food loss reduction efforts using the ice cream "MOW." The first phase, themed "It's a waste to let the expiration date of hardtack pass," aimed to promote the rolling stock of disaster preparedness supplies through real events and SNS campaigns. Over 40 people participated, widely disseminating efforts to raise consumer awareness of "mottainai" (wastefulness) (※1).

This initiative is the second phase of the "MOWTTAINAI PROJECT." The sleeves wrapped around the "MOW" ice cream cups are often discarded immediately after consumption. Therefore, by transforming these sleeves from "disposable items" into "cards for a card game that families and friends can enjoy together while eating ice cream," we aim to give the sleeves new value and enrich the experience of eating "MOW."

※1 Reference: Press Release "It's a waste to let the expiration date of hardtack pass." Morinaga Milk Industry and Kuradashi aim to promote the rolling stock of disaster preparedness supplies while eating deliciously through the "MOWTTAINAI PROJECT." (https://corp.kuradashi.jp/news/2025-03-11/)

About the Product

The special package "MOW Vanilla (MOW Game Package)" that allows you to enjoy "MOW Game" will be sold in limited quantities nationwide starting July 6, 2026 (Mon). "MOW Game" is an original game newly created by game creator Issei Yonemitsu for "MOW," based on the popular card game "Haa tte Iu Game" (Gentosha Inc.), which has sold over 1.2 million copies cumulatively (※2). Three original cards that can be used as a card game are printed on the back of the product sleeve, allowing customers to play with family and friends while eating "MOW" immediately after purchase.

【Product Overview】

・Product Name: MOW Vanilla MOW Game Package

・Sales Start: July 6, 2026 (Mon)

・Sales Locations: Nationwide (convenience stores, mass retailers, general retail stores)

・Sales Quantity: Limited quantity

・Sales Price: 180 yen (excluding tax)

・How to Play: While eating "MOW," use the sleeve as cards to enjoy an original game in the style of "Haa tte Iu Game."

・Detailed URL: https://www.morinagamilk.co.jp/products/brand/mow-game/

※2 Source: Gentosha Inc. Press Release "Cumulative sales exceed 1.2 million copies! A children's version of the 'Haa tte Iu Game' series is here! 'Kodomo no Haa tte Iu Game' released on 11/27" (https://prtimes.jp/main/html/rd/p/000000136.000007567.html)

Kuradashi Comment

Kohei Tokuyama, Executive Officer, CEO of Food Business Company, Kuradashi Inc.

"Giving new value to sleeves that are immediately discarded after consumption. This is an initiative that truly embodies Kuradashi's mission: 'Bringing fruit to the future through good business.' We are delighted to be able to implement the second phase of the 'MOWTTAINAI PROJECT' with Morinaga Milk Industry. We hope you will enjoy spending fun times with your family and friends playing 'MOW Game' while eating 'MOW' this summer."

Kuradashi will continue to aim to be a "Social Growth Company" that creates tangible impacts on society, the environment, and the economy by transforming various social issues, including food loss reduction, into value.

About "Haa tte Iu Game"

This game was conceived by game creator Issei Yonemitsu, who also worked on titles like "Puyo Puyo." It is a game where players act out given situations using only "voice" and "facial expressions," and guess the nuances from the tone of voice and expressions. It is a game that develops communication skills by conveying and interpreting feelings, roles, and situations. Since the release of the first installment in 2018, the series has sold over 1.2 million copies cumulatively.

・URL: https://www.gentosha.co.jp/s/haa-game/

About Morinaga Milk Industry Co., Ltd.

Representative: Yoichi Onuki

Established: April 1949

Head Office Location: 1-5-2 Higashi-Shimbashi, Minato-ku, Tokyo 105-0021

URL: https://www.morinagamilk.co.jp/

What is "Kuradashi," the Social Good Marketplace Where Everyone Benefits from Fun Shopping?

Kuradashi is a social good marketplace where everyone benefits from fun shopping.

Aiming to reduce food loss, we sell products that are at risk of being discarded despite being edible at discounted prices.

Furthermore, a portion of sales is donated to various social contribution organizations working on environmental protection and disaster relief, or used for the Kuradashi Fund, supporting all 17 SDGs goals.

We are creating a completely new social good marketplace where fun and affordable shopping leads to positive social impact.

URL: https://www.kuradashi.jp/

About Kuradashi Inc.

Representative: Kohei Kawamura

Established: July 2014

Head Office Location: Meguro Center Building 5F, 3-2-1 Kami-Osaki, Shinagawa-ku, Tokyo 141-0021

URL: https://corp.kuradashi.jp/

【Service Introduction】

・Social Good Marketplace "Kuradashi": https://www.kuradashi.jp/

・"Kuradashi Fund" operated by Kuradashi: https://www.kuradashi.jp/fund

・Frozen Meal Delivery "Dr. Tsurukame Kitchen": https://tsurukame-kitchen.com/

・Online Cooking Class "La Table de SHIORI Online": https://online.atelier-shiori.com/

【Store List】

・Kuradashi Store List: https://kuradashi.jp/pages/stores

【Kuradashi's Impact】

・Impact Site: https://corp.kuradashi.jp/impact/

・Sustainability Report: https://speakerdeck.com/kuradashi/sustainability-report

【Main Cumulative Achievements as of the end of March 2026】

・Food Loss Reduction: 37,951 tons ・Economic Effect: 18.46465 billion yen

・CO2 Reduction: 100,607 t-CO2 ・Total Support: 187,674,126 yen

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"Kuradashi," "Social Good Marketplace," "1.5th Distribution," and "Mottainai to Value" are registered trademarks of Kuradashi Inc.