# Häagen-Dazs

Häagen-Dazs (US: /ˈhɑːɡəndæs/ HAH-gən-dass, UK: /ˌhɑːɡənˈdɑːz/ HAH-gən-DAHZ) is an American ice cream brand, established by Reuben and Rose Mattus in the Bronx, New York, in 1960, owned by Froneri, a joint venture between Nestlé and PAI Partners. Starting with only three flavors: vanilla, chocolate, and coffee, the company opened its first retail store in Brooklyn, New York, on November 15, 1976. The Pillsbury food conglomerate bought Häagen-Dazs in 1983, and now the brand is sold worldwide. Their product offerings include ice cream cartons, ice cream bars, ice cream cakes, sorbet, frozen yogurt, and gelato.

## History

Häagen-Dazs's founder Reuben Mattus was born in Poland in 1912 to Jewish parents. His father died during World War I, and his widowed mother migrated to New York City with her two children in 1921. They joined an uncle who was in the Italian lemon-ice business in Brooklyn. By the late 1920s, the family began making ice pops, and by 1929, chocolate-covered ice cream bars and sandwiches under the name Senator Frozen Products on Southern Boulevard in the South Bronx, delivering them with a horse-drawn wagon to neighborhood stores in the Bronx.
The Senator Frozen Products company was profitable, but by the 1950s the large mass-producers of ice cream started a price war, leading to his decision to make a heavy kind of high-end ice cream. In 1959, he decided to form a new ice cream company with what he thought to be a Danish-sounding name, Häagen-Dazs, as a tribute to Denmark's alleged exemplary treatment of Jews during World War II, a move known in the marketing industry as foreign branding. Rose Mattus would dress up in fancy clothing to distribute free samples, giving the ice cream an air of sophistication and class.
The Pillsbury Company bought Häagen-Dazs in 1983. In 1999, Pillsbury and Nestlé merged their U.S. and Canadian ice cream operations into a joint venture called Ice Cream Partners. General Mills, in turn, bought Pillsbury in 2001 and succeeded to its interest in the joint venture. That same year, Nestlé exercised its contractual right to buy out General Mills' interest in Ice Cream Partners, which included the right to a 99-year license for the Häagen-Dazs brand, until 2110. Since then, pursuant to that license, the Dreyer's subsidiary of Nestlé has produced and marketed Häagen-Dazs products in the United States and Canada. In December 2019, Nestlé sold Dreyer's along with its rights in the Häagen-Dazs brand to Froneri, a joint venture set up by Nestlé and PAI Partners in 2016.

## Origin of brand name

"Häagen-Dazs" is an invented pseudo-Scandinavian phrase coined by the American Reuben Mattus, in a quest for a brand name that he claimed was Danish-sounding. However, the company's pronunciation of the name ignores the letters "ä" and "s", and letters like "ä" or digraphs like "zs" do not exist in Danish. According to Mattus, it was a tribute to Denmark's exemplary treatment of its Jews during the Second World War, and included an outline map of Denmark on early labels. Mattus felt that Denmark was also known for its dairy products and had a positive image in the United States. His daughter Doris Hurley reported in the 1996 PBS documentary An Ice Cream Show that her father sat at the kitchen table for hours saying nonsensical words until he came up with a combination he liked. The reason he chose this method was so that the name would be unique and original.

### More history

Around 1988 Reuben Mattus gave an evening talk, "How to Build an Empire", at the Learning Annex in New York's upper east side. He said that he used to sell ice cream to candy stores. One store owner said that the ice cream is of poor quality and only buys it to help as a friend. Subsequently, he spent much time in the New York public library researching ice creams and ingredients. He decided to make the best ice cream from then on and based on his research used rum from Boston and chocolate from Belgium. He wanted to differentiate his new product by using an invented exotic Scandinavian sounding name, Häagen-Dazs, and did not mention that this was related to Denmark helping Jews during the Holocaust. He packaged the ice cream in round boxes, which was then an innovation. Grocery store owners complained that this way fewer ice creams fit in the refrigerator. He explained that what counts is how many are taken out and bought, not how many are stored. He said that he never set prices like $0.98, $1.22, but $1.00, $1.25—"honest numbers" also to exude quality.

### Conflict with Frusen Glädjé

In 1980, Häagen-Dazs unsuccessfully sued Frusen Glädjé, an American ice cream maker founded that year, for using foreign branding strategies. The phrase frusen glädje—without the acute accent—is Swedish for "frozen joy". In 1985, Frusen Glädjé was sold to Kraft General Foods. A Kraft spokeswoman stated that Kraft sold its Frusen Glädjé license to the Unilever corporation in 1993, but a spokesman for Unilever said that Frusen Glädjé was not part of the deal. The brand has since been discontinued.

## Products

Häagen-Dazs ice cream comes in several traditional flavors as well as several esoteric flavors that are specific to the brand, such as Vanilla Swiss Almond and Bananas Foster. It is marketed as a "super-premium" brand: it is quite dense (very little air is mixed in during manufacturing), uses no emulsifiers or stabilizers other than egg yolks, and has a high butterfat content. It is sold both in grocery stores and in dedicated retail outlets serving ice cream cones, sundaes, and so on.
Since 1992, most of the world's Häagen-Dazs products have been manufactured at a plant in Tilloy-lès-Mofflaines, France that is now controlled by General Mills. In the United States and Canada, Häagen-Dazs is licensed to and produced by Froneri. Häagen-Dazs entered the Japanese market in 1984 by forming a joint venture with Suntory and Takanashi Milk, which has produced their products there ever since. The factory is located in Takasaki, Gunma Prefecture, Japan.
To offset increasing ingredient and delivery costs, Häagen-Dazs downsized their pint ice cream cartons (16 US fl oz; 470 ml) in the US to 14 US fl oz (410 ml) in January 2009. In March 2009, they announced that they would be downsizing their quart cartons (32 US fl oz; 950 ml) to 28 US fl oz (830 ml).