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Häagen-Dazs : Brand of ice cream



Häagen-Dazs is an American brand of ice cream, established by Reuben and Rose Mattus in The Bronx, New York in 1961. It has also become a specialty ice cream chain store which sells its own brand of ice cream at locations around the world. Häagen-Dazs produces ice cream, ice cream bars, sorbet, and frozen yogurt.


 


The ice cream comes in many different flavors and is a so-called "super-premium" brand, meaning it is quite dense (very little air is mixed in during manufacture), and has a high butterfat content. It is sold both in grocery stores and in dedicated retail outlets serving ice cream cones, sundaes, and so on. The product is very popular.


 


A majority of the permanent flavors offered by the company include chocolate in one form or another, though there are vanilla-based blends as well. 3 - 4 times a year a seasonal limited edition flavor is introduced.


 


Häagen-Dazs was sold to The Pillsbury Company, now owned by General Mills, in 1983. In the USA and Canada, the product is now a Nestlé brand. Rose Mattus, who launched Häagen-Dazs ice cream with her husband, died on November 30, 2006. She was 90 years old.


Name

Contrary to common belief, the name is not European; it is simply two made-up words meant to look European to American eyes. This is known in the marketing industry as foreign branding (see also Heavy metal umlaut). Mattus included an outline of Denmark on early labels to reinforce the Scandinavian theme. (Ironically, although Häagen-Dazs operates in 54 countries around the world, none of the company's 700 stores is in any Scandinavian country.) Mattus was, however, a European immigrant to the US, originally coming from Poland.


 


The playful spelling devices in the name invoke the spelling systems used in several European countries. "ä" (an Umlaut) is used in the spelling of German, Finnish, Slovak and Swedish language, doubled vowel letters spell long vowels in Finnish, Dutch, and occasionally German; and zs corresponds to /ʒ/ (as in vision) in Hungarian. None of these spelling conventions is used in pronouncing the name of the American product, which has a short a, hard g, and a final s sound. The closest real name to the fake Häagen is the Danish or Norwegian Haagen or HÃ¥gen; Dazs is a possible word in Hungarian due to the "zs" grapheme, but does not resemble any real name.

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