A History of Innovation

Reuben Mattus, Visionary, Master Craftsman

Häagen-Dazs ice cream reflects decades of passion and creativity that began in the early 1920s when Reuben Mattus, a young entrepreneur with a passion for quality and a vision for creating the finest ice cream, sold fruit ice and ice cream pops from a horse-drawn wagon on the bustling streets of New York. To produce the finest ice cream, he insisted on using only the purest ingredients. He named his company Häagen-Dazs, evoking memories of the old-world European traditions of quality and fine craftsmanship.

He began with three flavors: vanilla, chocolate and coffee. Mr. Mattus' high standards led him to search out dark chocolate from Belgium and hand-picked vanilla beans from Madagascar, crafting distinctive and indulgent taste experiences. Each new flavor introduced combined exotic and local ingredients all of which had to live up to Mr. Mattus’ standards.

Häagen-Dazs Brand Emerges as an Icon

The Häagen-Dazs brand quickly developed a loyal following. Its early success was created by word of mouth and praise. At first, it was only available in containers at gourmet shops in New York City, but soon distribution expanded throughout the east coast of the U.S. and, by 1973, Häagen-Dazs products were enjoyed by discerning customers across the United States. In 1976, Mr. Mattus' daughter Doris opened the first Häagen-Dazs scoop shop. It was an immediate success, and its popularity led to a rapid expansion of Häagen-Dazs scoop shops across the country.

Made Like No Other®

The same dedication to perfection and high standards that made the Häagen-Dazs brand an icon continue to hold true today. The Häagen-Dazs brand philosophy is unchanged – use the finest, all-natural ingredients and craft them into the perfect balance of flavor and texture.

Häagen-Dazs: The World’s #1 Superpremium Ice Cream

From the beginning, Häagen-Dazs ice cream sought to innovate. It quickly became known and loved for distinctive flavors such as Vanilla Swiss Almond and Dulce de Leche. Häagen-Dazs ice cream was also the first to introduce the world to ice cream bars for the adult palate. Other superpremium innovations followed, with Frozen Yogurt in 1991, Sorbet in 1993, Häagen-Dazs Extra Rich Light ice cream in 2005, Häagen-Dazs Reserve® Series in 2007, and Häagen-Dazs Five™ in 2009. Today, the Häagen-Dazs brand logo is synonymous with the world’s finest all-natural ice cream. The brand has become a global phenomenon, available in 54 countries. From source to spoon, the same diligent attention to quality that Reuben Mattus poured into every container of Häagen-Dazs ice cream continues today.

Häagen-Dazs Loves Honey Bees

The Häagen-Dazs brand is proud to continue its commitment to help the honey bees through the Häagen-Dazs loves Honeybees™ campaign, focused on creating awareness and educating ice cream lovers about the plight of the disappearing honey bee and what they can do to help. Honey bees are responsible for the pollination of more than 100 crops including many of the fruits and nuts used in Häagen-Dazs ice cream. Without honey bees, it will be difficult for the Häagen-Dazs brand to continue to offer ice cream lovers many of their favorite all-natural flavors. For more information on the plight of the honey bee and the Häagen-Dazs Ice Cream campaign, log onto www.helpthehoneybees.com.