Häagen Dazs

Category: Products

This pioneer in super-rich ice creams with an exotic name, but actually made by a dairy in New York City run by Reuben Mattus, had become a hit in neighborhood gourmet stores. The brand name was chosen for its old world tradition and craftsmanship, but actually means nothing in any Scandanavian language. Because of the high butter fat content and low whipped-in air, people would bend their spoons when serving, requiring us to post a notice on the package “Please thaw to room temperature before serving”. As their marketing agency, I packaged the product for grocery and put the brand in the hands of leading food brokers throughout the country, who helped make it the leader in its category. In a few years, we helped build the brand from $10 million in sales to $60 million. Our success with the brand eventually led to its purchase by Pillsbury.