Häagen-Dazs

Häagen-Dazs is one of the world’s most internationally recognized ice cream brands, renowned as a premium product distinguished by the quality of its ingredients, meticulous production process, and rich, refined flavors.

Reuben Mattus and His Early Life as an Immigrant

The story of Häagen-Dazs began with Reuben Mattus, a Polish-Jewish immigrant who grew up amid hardship in the early 20th century. His father died during World War I, leaving Reuben, his mother, and his sister to face poverty and a typhus outbreak. The family, who had once operated a small food business, fell into severe financial difficulty.

Immigration to New York and Early Exposure to Ice Cream

In 1921, his mother decided to immigrate with her two children to New York City in search of a new life. They lived with relatives in Brooklyn who ran an Italian-style ice cream business. As a result, at just nine or ten years old, Reuben began working in the ice cream shop to help support his family.

Senator Frozen Products and the Family Business

Later, in 1929, his mother founded her own business under the name Senator Frozen Products, producing ice cream bars, chocolate-coated ice creams, and ice cream sandwiches. These products were delivered by horse-drawn carts to shops throughout the South Bronx.

Learning the Ice Cream Trade from the Ground Up

Working from such a young age allowed Reuben to absorb comprehensive knowledge of ice cream production, distribution, and trade—from ingredient selection to bringing products to market. These experiences shaped his deep understanding of the ice cream industry.

The Decline of Ice Cream Quality in the Mid-20th Century

Although Senator Frozen Products was initially very successful, by the 1950s the U.S. ice cream industry had entered an era of intense price competition. Large manufacturers focused on reducing costs by using substitutes, artificial ingredients, vegetable fats, and increasing air content in ice cream to boost volume.

A Turning Point Against Industry Trends

This shift led Reuben to question the declining quality of ice cream on the market and ultimately inspired a decisive move against industry trends.

The Vision for Premium, High-Density Ice Cream

Reuben chose the opposite path, committing himself to creating dense, premium-quality ice cream with uncompromising standards. He devoted significant time to researching ice cream science and ingredients, firmly deciding that his ice cream would be made only from the finest raw materials.

Criticism That Sparked Determination

A frequently told story recounts how a shop owner once told Reuben bluntly that his early ice cream was of poor quality and that the shop stocked it only out of friendship. This moment became a powerful catalyst, pushing Reuben to dedicate himself wholeheartedly to producing the best ice cream he possibly could.

The Birth of Häagen-Dazs in 1960

In 1960, Reuben and his wife Rose Vezel Mattus founded a new ice cream company named “Häagen-Dazs.” The name was deliberately designed to sound Danish, as Reuben wished to honor Denmark for its role in helping Jewish people escape deportation to concentration camps during World War II.

The Meaning Behind the Häagen-Dazs Name

In reality, however, “Häagen-Dazs” is a completely invented word with no meaning in any language—not even Danish, and the umlaut “ä” does not exist in the Danish alphabet. Reuben once explained that the name was chosen simply because it sounded distinctive and eye-catching. This approach aligned with a marketing concept known as foreign branding.

Launching with Three Classic Flavors

Häagen-Dazs launched with just three flavors: chocolate, vanilla, and coffee. These were carefully selected as universally familiar flavors that could clearly showcase ingredient quality and production excellence without relying on complex flavoring.

The “Less Is More” Philosophy

What truly set Häagen-Dazs apart was its adherence to the philosophy of “less is more.” The brand used fewer ingredients, but only of the highest quality: vanilla from Madagascar, chocolate sourced from premium Belgian cocoa, coffee from Colombia, and consistently high-quality fresh milk.

Low Overrun and a Distinctive Texture

Another defining feature was the low overrun—the reduced amount of air incorporated into the ice cream during production. This resulted in a denser texture, smoother mouthfeel, and more intense flavor.

Natural Ingredients and Traditional Techniques

The company also used egg yolks as a natural emulsifier, avoiding artificial stabilizers or additives, while maintaining a high milk-fat content and prioritizing natural ingredients as the foundation of production.

Innovative Packaging and Retail Strategy

Even the packaging reflected Reuben’s innovative thinking. Häagen-Dazs used round containers, in contrast to the rectangular boxes that dominated the industry at the time.

A Quote That Defined the Brand’s Confidence

“What matters is not how many fit in the freezer, but how many are taken out and sold.”

Rose Vezel Mattus and the Power of Marketing

From the very beginning, Rose Vezel Mattus played a crucial role alongside Reuben, overseeing accounting and marketing. With no budget for advertising, Rose pioneered a strategy of distributing free samples to upscale restaurants in Manhattan.

Targeting the Student and Counterculture Market

Rose also recognized an opportunity during the rise of hippie culture in the United States in the 1960s–1970s, when university students sought peace, freedom, and everyday pleasures.

Expanding Through University Cities

She began distributing Häagen-Dazs in Greenwich Village, near New York University. The strategy succeeded, leading to expansion into other university cities using Greyhound bus routes.

From Local Brand to National Recognition

This student-focused marketing built a loyal customer base nationwide. Within a short time, Häagen-Dazs evolved from a local brand into a nationally recognized ice cream name across the United States.

The First Official Häagen-Dazs Ice Cream Shop

In 1976, their daughter Doris Mattus opened the first official Häagen-Dazs ice cream shop in Brooklyn Heights, New York City.

Global Expansion in the 1980s

During the 1980s, Häagen-Dazs experienced rapid growth and expanded internationally, particularly into Europe and Asia.

Continuing the Legacy of Reuben Mattus

Although Reuben Mattus passed away in 1994, his philosophy continues to define Häagen-Dazs.

Häagen-Dazs is not merely a story of business success—it is a testament to unwavering principles.