Behind the Wacky History of Häagen-Dazs, from a Horse-Drawn Cart to Its Misleading Name

The intriguing history of Häagen-Dazs and its enigmatic name

Häagen-Dazs, a well-known brand in the ice cream industry, has a fascinating history that goes beyond its delicious frozen treats. Founded by Reuben and Rose Mattus in 1960, Häagen-Dazs was built on the belief that people would be willing to pay more for superior-quality ice cream. However, what sets this brand apart is its unique and somewhat misleading name.

The name Häagen-Dazs was actually a creation of Rose Mattus, who aimed to give the brand an air of luxury and sophistication. While the name may sound European, it doesn’t hold any meaning in any language. According to Reuben, the name was deliberately chosen to elicit curiosity and convey a sense of premium quality, with the couple even attributing a meaning to it – “the best.”

Reuben’s journey in the ice cream business began long before the inception of Häagen-Dazs. As a young boy who immigrated to the U.S. from Poland, he started selling lemon ices made by his mother from a horse-drawn cart in New York City. Over time, their ice cream business evolved, especially with the advent of refrigeration in the 1940s, allowing them to operate year-round.

The turning point for the Mattus family came in the 1950s when larger ice cream companies began driving down costs, compromising on quality. In response, Reuben and Rose decided to take a different approach by focusing on producing more luxurious and higher-priced ice cream. They believed that by offering the best quality, customers would be willing to pay the premium.

In 1959, Häagen-Dazs was born, with a commitment to using only the finest ingredients and maintaining a low “over-run,” ensuring a dense and rich texture that set it apart from other brands. With flavours like chocolate, vanilla, and coffee, the brand initially gained traction in New York’s Greenwich Village, thanks to Rose’s hands-on approach in promoting the ice cream.

Over the years, Häagen-Dazs expanded its offerings to include a variety of flavours, with strawberry becoming the fourth addition after six years. Despite the brand’s success and growth, it remained a family-run business until it was eventually sold to the Pillsbury Company in 1983 for $70 million.

The legacy of Häagen-Dazs lives on, with the brand continuing to delight ice cream lovers worldwide. While Reuben and Rose have passed away, their contributions to the ice cream industry and their innovative approach to crafting premium desserts are still celebrated today. From its humble beginnings to becoming a household name, Häagen-Dazs remains a testament to the power of quality and dedication in creating a truly iconic brand.