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Haagen Dazs
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The Häagen-Dazs Brand story
Reuben Mattus, our founder, believed that if you were going to indulge in ice cream, it should be a real and fulfilling experience rather than the ‘cold and sweet stuff’ of his time that was more suited for children. So in 1961 Reuben dedicated himself to creating ice cream that was silky, smooth and creamy in texture and with flavours that were deserving of an adult’s palate – and in doing so changed people’s expectations of Ice cream. Reuben took great care with the ingredients he used, searching out premium quality ingredients and Häagen-Dazs first launched with three simple flavours: vanilla, chocolate and coffee. Driven by a passion for perfection, it took Reuben six years to figure out how to make a strawberry ice cream that satisfied him.
His ambition was to create the world’s best-tasting ice cream and his devotion to the highest standards changed the way people thought about ice cream. The Häagen-Dazs philosophy remains the same to this day. We believe that everyone deserves to experience pleasure that is fulfilling and real, and this guides everything we do.
That is why every Häagen-Dazs ice cream base starts with real cream, real milk, eggs and sugar which we then blend with carefully selected ingredients, to create an ice cream with a unique velvety texture and unforgettable taste. Every mouthful of Häagen-Dazs is an absorbing, intensely pleasurable experience, so good that you can’t help but share it with those you love.
In 1961 Reuben set out to make an ice cream he could be proud of. We are proud to continue his legacy, sharing ‘Real Pleasure’ with the world with an ice cream experience like no other.


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