Ice Cream Market

After Ben & Jerry’s we will present Häagen Dazs. It is an American ice cream brand founded by Reuben and Rose Mattus in New York in 1926. M.Mattus decided to call it Häagen Dazs in 1961 in order to convey some values like the know-how of the old continent and a traditional atmosphere.

The brand’s development is due to a strong word-of-mouth during the seventies. In the middle of the decade the first Häagen Dazs shop is open in New York by Reuben daughter, Doris. The success was immediate and they launch a lot of other shops in the East Coast of the United States of America.

In 1983, Reuben Mattus sold Häagen Dazs to The Pillsburry Company, with the agreement to remain committed to the tradition of superior quality and in- novation on which Häagen-Dazs was first founded. When General Mills acquired The Pillsbury Company in 2001, Häagen Dazs also belongs to General Mills. Also in 2001, Nestlé obtained the rights to sell Häagen-Dazs in the U.S. and Canada from General Mills who owns the brand and sells it in the rest of the world. 

”The philosophy of Häagen-Dazs is simple: find the purest and finest in- gredients in the world and craft them into the best ice cream, sorbet, and frozen yogurt available. It is a way of doing business that is so demanding, as it is uncommon. And it is the reason why the brand has epitomized fine ice cream for half a century.” (Häagen-Dazs Company, n.d.) 

The taste of their ice cream is extremely important for Häagen Dazs. To insure a perfect taste to their customer, Häagen Dazs do not hesitate to take local products worldwide (Belgium chocolate or Madagascar vanilla for example).

Häagen Dazs have a strong positioning as a luxury good. They want to associate this brand with romanticism, pleasure and moments of exception. They insist on the fact that their ice creams are available worldwide and every place who an Häagen Dazs is eaten is a special place.