HÄAGEN-DAZS
CREATING PREMIUM ICE CREAM
Häagen-Dazs was established by a Polish immigrant in 1960 named Reuben Mattus. Although it’s commonly said to sound Danish, the Häagen-Dazs name was invented by Reuben to evoke a sense of old-world European craftsmanship and quality. Reuben created his famous ice cream out of the Bronx, New York and sought to use only high-quality ingredients, birthing the premium ice cream brand everyone knows today. Reuben was accompanied by his wife Rose during operations, and at a time when most ice cream brands were produced with artificial ingredients, Reuben and Rose emphasized on recipes that used simple, natural flavors.
FROM BROOKLYN TO THE WORLD
In 1976, Reuben and Rose opened up the first Häagen-Dazs ice cream shop in Brooklyn, New York. Häagen-Dazs quickly became very successful and a leader amongst the premium ice cream brands. Sold in supermarkets, specialty shops, and restaurants, evolving from a small family business to an international staple, General Mills now manufactures Häagen-Dazs today, while Nestlé licenses the brand in many international markets. After many decades, Reuben’s famous premium ice cream still lives on and thrives alongside other brands.
