May 29, 2023

Brand Saga: The Häagen-Dazs Story

Reuben Mattus is a young New York entrepreneur who dreams of making the best ice cream. He arrived in New York in 1961 to create his brand. Thirsty for quality, he uses only fruit juices and the best possible ingredients for his frozen creations.
To share his pleasure of ice cream, he continues doggedly collecting the best products. In the 1930s, Reuben Mattus made several finds, including dark chocolate of Belgian origin and vanilla beans from Madagascar. The ice genie chooses to call its brand Häagen-Dazs, a Scandinavian sounding name, to give it a more traditional image.
After seducing New York with vanilla ice cream, chocolate, coffee and strawberry the brand is exported to Europe in the 90s. Quickly Häagen-Dazs takes a considerable expansion and is established throughout the world. The brand is currently present in 55 countries and more than 850 stores have opened worldwide.
Despite its Scandinavian origin, no shop is open in Norway, Sweden or Denmark.
Today, Häagen-Dazs ice creams come in a variety of more surprising flavors.

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