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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. Haagen-Dazs has recently changed its pint to a 14-oz container.
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.
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
{{{inline}}}
- 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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