The Häagen-Dazs “Crispy Sandwich,” a product born in Japan, will reach the significant milestone of its 25th anniversary in 2026. To celebrate this momentous occasion, “The Green Tea” will join the lineup as a new core product (permanent menu item) available year-round across Japan starting April 7, 2026.
Born in 2001 as a category unique to Japan, the Crispy Sandwich revolutionized the ice cream world with its innovative “handheld” style. The upcoming release marks the 80th flavor in the series, with cumulative sales surpassing approximately 700 million units. This special addition truly symbolizes the history of the brand.
“Triple Harmony”: The Perfect Marriage of Matcha and White Chocolate
The star of this new release is “Matcha” (Japanese powdered green tea), an enduring favorite at Häagen-Dazs Japan. In the pursuit of a “standard flavor you’ll always crave,” the brand chose the golden combination of matcha and white chocolate, which offers the best possible synergy.
By combining three elements—ice cream, coating, and wafer—you can enjoy a variety of textures including crunchy, crispy, and meltingly smooth all at once. This exquisite balance can be described as a masterpiece of “triple harmony.”
Ice Cream Capturing the Aroma and Bitterness of Selected Domestic Matcha
The key to the flavor, the matcha ice cream, uses carefully selected tea leaves with a strong natural sweetness and bitterness that can stand up to the richness of concentrated milk.
All matcha used is safely produced in Japan. Using an original blend developed specifically for the Crispy Sandwich, the potential of these high-quality tea leaves is maximized. With one bite, the deep and elegant aroma spreads through your mouth, reminiscent of a specialty matcha shop.
Special Matcha Wafers Highlighting a Beautiful “Moegi” Green Hue
The wafers, the most distinctive feature of the Crispy Sandwich, hide a surprising level of craftsmanship. For this release, matcha is kneaded directly into the wafer itself, ensuring the tea’s aroma bursts forth the moment you take a bite.
To recreate the beautiful “Moegi-iro” (a light, fresh green color) that is also visually pleasing, meticulous attention was paid to everything from leaf selection to the baking process. This vibrant green is proof of the generous amount of matcha used.
Light White Chocolate Coating Enhances the Matcha’s Appeal
Gently enveloping the ice cream is a white chocolate coating that pairs perfectly with matcha.
While utilizing the mellow sweetness characteristic of white chocolate, the finish is designed to be crisp and light. This exquisite balance of sweetness further accentuates the pleasant bitterness of the matcha, allowing you to enjoy the luxurious taste to the very last bite without it feeling overly heavy.
Inspired by Tacos? The Surprising Origin Story of Japan’s Crispy Sandwich
While the Crispy Sandwich is now a staple at Japanese convenience stores (konbini), its birth involved a unique episode.
In the past, the global mainstream for Häagen-Dazs was “eating cup ice cream with a spoon.” However, the “WOW! Project” was launched in Japan with the desire to provide “a new experience that surprises customers.” The hint for the idea—”it would be amazing if you could easily enjoy a crispy texture with one hand”—surprisingly came from the Mexican dish “Tacos.” Based on this inspiration, the product was developed in 2001 as a category unique to Japan, ahead of the rest of the world.
Tracing 25 Years of Evolution! A Look Back at Iconic Crispy Sandwich Models
Throughout its 25-year history, the Crispy Sandwich has constantly evolved. Here are some of the representative models that mark its journey.
2001: The Original “Caramel” Where the Legend Began
2007: Challenging New Textures with “Condensed Milk Strawberry”
2009: A New Frontier for Wafers: “Cookies & Cream White Chocolate”
2016: Pursuing the Colors of Matcha: “Matcha Fondue”
2017: The Impact of Melting Sauce: “Fondant Chocolat”
2025: The Ultimate Visual Impact: “White & Black ~Vanilla Chocolate Fudge~”
Häagen-Dazs Crispy Sandwich “The Green Tea” Product Details
Sales information for the new permanent addition, “The Green Tea,” is as follows:
- Product Name: Häagen-Dazs Crispy Sandwich “The Green Tea”
- Classification: Ice Cream (Ingredients: Milk Solids 9.0%, Milk Fat 13.0%, Egg Fat 0.8%)
- Volume: 60ml (approx. 2.03 fl oz)
- Suggested Retail Price: 373 yen (including consumption tax) (approx. $2.45)
- Release Date: Tuesday, April 7, 2026
- Availability: Convenience stores, supermarkets, department stores, etc., throughout Japan.
A top-quality matcha ice cream worthy of the 25th anniversary year has arrived. Starting April 7, 2026, you can easily purchase this new “Green Standard” at convenience stores like Lawson and Seven-Eleven across Japan. Please experience the innovative 25th-year deliciousness created by the harmony of crispy matcha wafers and rich ice cream when you are in Japan.
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