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| Company type | Subsidiary |
|---|---|
| Industry | Retail |
| Founded | Bronx, New York (1961) |
| Founder | Reuben and Rose Mattus |
| Headquarters | Oakland, California, U.S. |
| Products | Ice cream |
| Parent | General Mills |
| Website | Haagen-Dazs.com |
Häagen-Dazs (Template:Pron-en) is a brand of ice cream, established by Polish immigrants Reuben and Rose Mattus in the Bronx, New York, in 1961. Starting with only three flavors: vanilla, chocolate and coffee, the company opened its first retail store in Brooklyn, NY in 1976 and then offered franchises throughout the United States and 54 other countries around the world. Häagen-Dazs produces ice cream, ice cream bars, ice cream cakes, sorbet and frozen yogurt. The company has its headquarters in Oakland, California.
Overview
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The ice cream comes in many different flavors and is a "super-premium" brand, meaning it is quite dense (very little air is mixed in during manufacture), uses no emulsifiers or stabilizers other than egg yolks, and has a high butterfat content. Häagen-Dazs is also meant to be kept at a temperature that is substantially lower than most ice creams in order to keep its intended firmness. It is sold both in grocery stores and in dedicated retail outlets serving ice cream cones, sundaes, and so on.
A majority of the permanent flavors offered by the company include chocolate in one form or another, though there are vanilla-based blends as well.
Name
The name does not derive from any of the North Germanic languages; it is simply two made-up words meant to look Scandinavian to American eyes (the digraphs "äa" and "zs" are not a part of any native words in any of the Scandinavian languages). This is known in the marketing industry as foreign branding. Mattus included an outline map of Scandinavia on early labels, as well as the names of Oslo, Copenhagen and Stockholm, to reinforce the Scandinavian theme. However, to Scandinavians the name doesn't look particularly Scandinavian, and is often presumed to be a German brand.
Daughter Doris Hurley told PBS documentary An Ice Cream Show (1999) that her father Reuben Mattus 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 completely unique and original.
The playful spelling devices in the name evoke the spelling systems used in several European countries. Another example of this branding is the renaming of the Teatro Calderón in Madrid, Spain, to Teätro Häagen-Dazs Calderón.
Business history
In 1980, Häagen-Dazs unsuccessfully sued Frusen Glädjé, an ice cream maker whose name, in Swedish, means "frozen delight."
Häagen-Dazs was bought by Pillsbury in 1983. General Mills bought Pillsbury in 2001. However, in the United States and Canada, Häagen-Dazs products are produced by Nestlé subsidiary Dreyer's, which acquired the rights as part of the General Mills-Pillsbury deal.
To offset increasing costs of their ingredients and the delivery of the product, Häagen Dazs announced that in January 2009 it would be reducing the size of their ice cream cartons in the US from 16 US fl oz (470 ml) to 14 US fl oz (410 ml). Additionally they announced that in March 2009 they would be shrinking the 32 US fl oz (950 ml) container to 28 US fl oz (830 ml). In response, Ben & Jerry's said that they would not be changing the sizes of their cartons.
Public relations
In the late 1980's their Elberta peach flavor was eliminated, despite widespread protests. In 2009, an ad campaign that appeared to invite only foreigners and not allow Indians to come to a newly opened Häagen-Dazs in New Delhi led to complaints before it was taken down. The company later issued an apology for the campaign.
List of flavors
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Permanent
- Almond Hazelnut Swirl
- Azuki (Japan only)
- Baileys Irish Cream
- Banoffee
- Banana Split
- Belgian Chocolate
- Bitter Caramel (Japan only)
- Black Raspberry Chip
- Black Walnut
- Butter Pecan
- Caramel Cone
- Cherry Vanilla
- Chocolate
- Chocolate Chip Cookie Dough
- Chocolate Chip
- Chocolate Chocolate Chip
- Chocolate Peanut Butter
- Chocolate Raspberry
- Cinnamon Dulce de Leche
- Coconut Macaroon
- Coffee
- Cookies and Cream
- Crème Brûlée
- Dulce de Leche
- Green tea ice cream (Japan, China, South Korea, USA, Hong Kong, Taiwan, Malaysia, Thailand and Singapore only)
- Honey Vanilla
- English Toffee
- Lemon Sorbet
- Lychee
- Macadamia Nut Brittle
- Mango
- Mango Sorbet
- Mayan Chocolate (discontinued 2009???)
- Mint Chip
- Mocha Almond Fudge
- Mocha Chip
- Peaches and Cream
- Pannacotta
- Pineapple Coconut
- Pistachio
- Pralines and Cream
- Raspberry Sorbet
- Radish and Rice
- Rocky Road
- Rockmelon
- Rich Milk (Japan)
- Rum Raisin
- Sticky toffee pudding (Previously 2006 limited-edition flavor)
- Strawberry
- Strawberry Cheesecake
- Summer Berries and Cream
- Triple Chocolate
- Truffle Chocolat (Japan only?)
- Vanilla
- Vanilla Bean
- Vanilla Chocolate Chip
- Vanilla Fudge Brownie (also known as Vanilla Caramel Brownie)
- Vanilla Swiss Almond
- Vanilla Honey Bee
- Waffle Cone
- White Chocolate Raspberry Truffle
Five ingredients
- Brown Sugar
- Coffee
- Ginger
- Lemon
- Milk Chocolate
- Mint
- Passion Fruit
- Vanilla Bean
Limited edition
- Bailey's Irish Cream
- Banana Chocolate Cookie (2009- , available in Hong Kong)
- Cappuccino Commotion
- Cappuccino Caramel Truffe (2008— )
- Caramel Apple Crumble
- Caramel Biscuit and Cream - Speculoos (2008)
- Caramelized Pear and Toasted Pecan (2007— )
- Carrot Cake Passion
- Chestnut (Japan only)
- Dark Chocolate (2009)
- Dark Chocolate Orange (2009- , available in Hong Kong)
- Eggnog
- German Chocolate Cake (2006 and 2007)
- Green Tea (US, China and Japan) (2008)
- Mango & Passionfruit
- Marsala Fig (2006 and 2007)
- Raspberry & Merengue (2008— , available in Brazil)
- Sticky Toffee Pudding (2007— )
- Strawberry Shortcake (2007)
- Sweet Potato (Japan only)
- Tres Leches (2004)
- Vanilla Honey Bee (Spring 2008)
Retired
- Boysenberry (c. 1969)
- Carob (c. 1983)
- Chocolate chocolate mint
- Coffee Toffee
- Margarita
- Peanut Butter Vanilla (c. 1989)
- Vanilla Fudge
Reserve
- Amazon Valley Chocolate
- Brazilian açaí Berry Sorbet
- Caramelized Hazelnut Gianduja
- Fleur de sel Caramel
- Hawaiian lehua honey and sweet cream
- Pomegranate and Dark Chocolate Bar
- Pomegranate Chip
- Toasted Coconut Sesame Brittle
Ice cream bars
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- Chocolate & Dark Chocolate
- Coffee & Almond Crunch
- Vanilla & Almonds
- Vanilla & Dark Chocolate
- Vanilla & Milk Chocolate
References
- "Contact Us." Häagen-Dazs. Retrieved on February 26, 2010.
- http://movies.nytimes.com/movie/224755/An-Ice-Cream-Show/overview
- The theater page. Retrieved on 13 February 2007.
- http://ccat.sas.upenn.edu/~haroldfs/popcult/handouts/adverts/ipr_11_95.html
- General Mills. Retrieved on 8 October 2008.
- Nestlé takes over Dreyer's. Retrieved on 25 June 2003.
- Nestlé scoops up Häagen Dazs. Retrieved on 26 December 2001.
- http://www.haagen-dazs.com/company/cartons.aspx/
- http://www.benjerry.com/features/pint-is-a-pint/
External links
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- Häagen-Dazs US website
- Häagen-Dazs Brazil website
- Häagen-Dazs Spain website
- Häagen-Dazs UK website
- Shenzhen Surprise from City Pages
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