For many Japanese, the name "Viennetta" brings back childhood memories of indulgence and special occasions. This iconic ice cream cake, known for its delicate layers of chocolate and vanilla ice cream, has been a staple in Japan since its launch in September 1983. However, Morinaga Milk Industry Co., Ltd. has announced that it will discontinue Viennetta on March 31, 2025, due to the end of its licensing agreement.

 

A UNIQUE ICE CREAM EXPERIENCE

 

Viennetta stood out from other ice creams due to its unique structure—thin layers of chocolate delicately intertwined with smooth ice cream, creating a crisp yet creamy texture. Unlike typical ice cream bars or cups, Viennetta resembled an elegant cake, often served at family gatherings or celebrations. Its premium feel and luxurious taste made it a favorite among Japanese consumers for over four decades.

 

MARKET PRESENCE IN JAPAN AND BEYOND

 

In Japan, Viennetta maintained a strong foothold in the frozen dessert market, particularly as a high-end treat compared to regular ice cream products. Available in vanilla and tiramisu flavors, as well as a cup version of the vanilla variant, Viennetta was a go-to dessert for those seeking something special.

Outside Japan, Viennetta continues to be sold in various international markets under different brands. In Europe, for example, Unilever still produces and distributes Viennetta under its Wall’s brand, making it accessible in countries like the United Kingdom, Italy, and Germany. The discontinuation in Japan, however, marks the end of an era for local fans who grew up enjoying this treat.

 

PRICING AND COMPETITION

 

In Japan, Viennetta was positioned as a premium ice cream, typically priced between 500 and 800 yen per pack, depending on the retailer and promotions. This placed it in competition with other high-end ice cream brands such as Häagen-Dazs and local luxury ice cream makers like Meiji’s Gran series. While Häagen-Dazs focused on rich, single-serving cups, Viennetta’s cake-like structure provided a different appeal—perfect for sharing.

Competitors in the ice cream cake segment include products from Baskin-Robbins and convenience store brands, which offer seasonal ice cream cakes, though none have replicated Viennetta’s signature layered design.

 

THE END OF AN ERA

 

With its discontinuation, a piece of nostalgia disappears for many Japanese consumers. Viennetta’s long-standing presence in the market and its distinctive texture made it irreplaceable, and despite other premium ice cream options, its absence will undoubtedly be felt. Whether Morinaga introduces a new dessert to fill the void remains to be seen, but for now, fans will have to say their goodbyes.

For those who still want to enjoy Viennetta, it may be worth checking international markets where it remains available. But in Japan, this beloved ice cream cake will soon be just a cherished memory.

 WHAT COMES NEXT?

 

Given past cases in the Japanese market, it is likely that the original brand owner, Unilever, will continue to sell Viennetta through other channels or possibly reintroduce it under a different distributor, much like how Yamazaki did not keep the rights to sell Oreo and Ritz in Japan after Mondelez shifted production overseas. This means that while Viennetta may disappear temporarily, there is a possibility that it could return under a different arrangement.

Meanwhile, Morinaga is unlikely to leave a gap in the premium ice cream cake market for long. It would not be surprising if they introduce a new, similarly structured ice cream under a different name. Japanese companies often develop alternative products following licensing contract changes—similar to how Morinaga and other brands adapted to the departure of major snack brands by launching their own versions.

This business case revolves around the termination of the licensing agreement between Yamazaki Nabisco and Mondelez International, the owner of the Nabisco brand. Let’s break it down by its core components: the relationship between the licensor and licensee, the collaboration era, termination, and the aftermath.

 

CASE of Yamazaki Nabisco

LICENSOR AND LICENSEE RELATIONSHIP

Yamazaki Nabisco, originally a joint venture between Yamazaki Baking (Yamazaki Seipan), Nabisco (an American snack manufacturer), and Nichimen (now Sojitz), was created in 1970. Yamazaki Nabisco was responsible for manufacturing and selling Nabisco-branded products like Oreo, Ritz, and Premium crackers in Japan. This relationship was key in localizing Nabisco’s popular American snack products for the Japanese market.

In 1988, Yamazaki Baking bought out Nabisco's stake, making Yamazaki Nabisco a fully owned subsidiary. Despite this, it continued to operate under a licensing agreement with Mondelez International, which acquired Nabisco in 2000. This allowed Yamazaki Nabisco to produce and sell the famous Nabisco brands in Japan, with the licensing rights granted by Mondelez Japan. The partnership helped bring globally recognized products like Oreos and Ritz crackers to Japan, making them household names over decades.

 

COLLABORATION ERA

The collaboration era between Yamazaki Nabisco and Mondelez International’s predecessor was instrumental in shaping the snack food market in Japan. The launch of iconic products like Oreo and Ritz crackers was met with initial challenges. Japanese consumers were not immediately receptive to these imported snacks due to cultural differences and taste preferences. Yamazaki Nabisco faced the challenge of adapting the manufacturing process to suit Japanese tastes and the local environment, such as the humidity levels, water quality, and the distinct quality of local wheat. Through a strategic partnership with local suppliers, Yamazaki Nabisco successfully modified the recipes and production methods to meet local consumer expectations.

Yamazaki Nabisco also tackled packaging issues by incorporating moisture-proof designs suited for Japan’s climate. As a result, the products gained popularity, cementing their place in the Japanese snack food market.

The joint venture’s success allowed it to leverage both local expertise from Yamazaki Baking and international recognition from Nabisco. This collaboration also led to substantial brand recognition in Japan, transforming products like Oreos into a beloved treat.

 

TERMINATION OF LICENSING AGREEMENT

In February 2025, Yamazaki Baking announced that the licensing agreement with Mondelez International would end on August 31, 2025. As part of the termination, Yamazaki Nabisco would change its name to "Yamazaki Biscuit" effective September 1, 2025. While Yamazaki Biscuit would continue to sell its own branded products like Chip Star, it would no longer produce or sell Nabisco products such as Oreo, Ritz, and Premium crackers. The rights to these products would be transferred to Mondelez Japan, which would take over the domestic distribution.

The termination of the licensing agreement marks a significant shift in the Japanese snack food market. The agreement's expiration gives Yamazaki Biscuit the freedom to innovate and expand its own product portfolio, while Mondelez Japan gains full control over the sales and marketing of its globally recognized brands in Japan.

 

AFTERMATH AND NEW BUSINESS STRATEGIES

Following the termination, Mondelez Japan would take on the responsibility of continuing the sales and marketing of Nabisco-branded products like Oreo and Ritz. This transition would likely have a significant impact on the competitive landscape in the Japanese snack market.

For Yamazaki Biscuit, the move away from Nabisco products could represent an opportunity to diversify its offerings and reduce reliance on international brands. The company could now focus more on developing its own innovative snack products. In fact, Yamazaki Biscuit launched a product called "Levant," a snack similar to Ritz crackers, signaling its intent to capitalize on its production expertise and customer loyalty.

Furthermore, as the manufacturing license for products like Oreo and Ritz ends, Yamazaki Biscuit is expected to shift its focus to Southeast Asia and other international markets, using its expertise in creating products suited to local tastes.

From a financial standpoint, the termination of the agreement likely reflects a strategic decision by both parties. Mondelez Japan now controls the Nabisco brand entirely, while Yamazaki Biscuit can explore new business opportunities and products without being constrained by the previous licensing agreement.

 

The termination of the licensing agreement is a pivotal moment for both companies. For Yamazaki Biscuit, it’s a chance to innovate and tap into new markets. For Mondelez Japan, it provides full autonomy over the Nabisco brand in Japan, which could lead to further expansion and brand strengthening. This shift will undoubtedly alter the competitive dynamics of the Japanese snack food industry. 

With Viennetta’s departure, there is a high chance that both Unilever and Morinaga will take strategic steps to reintroduce or replace it in Japan’s competitive ice cream market. For nostalgic fans, this may mean a temporary goodbye rather than a permanent farewell.

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