Magazine B Issue 47 (Häagen Dazs) is available now at LOREM (not Ipsum). Founded in 1961 in Bronx, New York, Häagen-Dazs has generated a lot of ink over the years with its Northern European-inspired naming strategy. Its creamy texture and deep flavours catapulted Häagen-Dazs to the ice cream of choice for leading restaurants and cafes as well as airlines and hotels. Hooking its marketing strategies into the sensuous and hedonistic qualities of ice cream, Häagen-Dazs has been successful in making a name for itself as a guilty pleasure for adults.
Häagen-Dazs is a brand of ice cream that first appeared in the Bronx, New York in 1961. Because the name sounds European, Häagen-Dazs is easily mistaken for a European brand. Founders Reuben and Rose Mattus, husband and wife, hoped the company would be associated with the artisan spirit of old Europe. The compoundword “Häagen-Dazs” doesn’t mean anything but is supposed to sound Danish, as Denmark is renowned for its dairy products. As the brand name continues to arouse consumer curiosity and is often assumed to be European, it seems the company nomenclature has been successful.
When Häagen-Dazs first appeared, ice cream was a product marketed mainly toward children. However, Mr. and Mrs. Mattus sought to expand the consumer base. To appeal to a wider palate, they increased the butterfat content and removed all preservatives, releasing three basic flavors: vanilla, chocolate and coffee. They also charged a much higher price, directly targeting more sophisticated customers. As the company grew, it developed distinctive plastic lids and colored packaging and launched a marketing campaign that conveyed an image of indulgence, and thus succeeded in expanding its market from children to adults. “In the 1990s (the first time I encountered Häagen-Dazs), they were like the Armani of ice cream,” says one customer.
This path has brought Häagen-Dazs more than just commercial success. Today, whether it’s a children’s treat sold at amusement parks or a cafe indulgence served alongside coffee, Häagen-Dazs is incorporated into many desserts in a variety of restaurants and eateries. It is now common to see people complement a scoop of Häagen-Dazs with additions such as whiskey or espresso. Much like Intelligentsia Coffee and San Pellegrino, Häagen-Dazs has established itself as a formidable name in the epicurean community. The concept of a “blue ocean,” or uncontested market space, does not apply exclusively to new or sparsely populated industries. If you can reinterpret an existing product by creating a slight variation that opens up a new market, then you have in essence created a blue ocean. That is what Häagen-Dazs did by expanding the possibilities of the ice cream business. To achieve true success, rather than blindly chasing trends, it is important to pause and reflect on one’s circumstances and environment.
In one of this edition’s interviews, a French dessert chef makes an interesting comment on how the French view food: “The reason why they insist on smaller portions is their fundamental philosophy of ‘eat only as much as you can taste.’” For the French, after three mouthfuls of the same food, the palate becomes dulled. The same principle applies to desserts. Whether it’s a small luxury to savor after a meal or a moment of indulgence after a hard day, we hope that a scoop of Häagen-Dazs will enhance your taste for life. Discover Magazine B Issue 47 (Häagen Dazs).
Magazine B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. Between its covers, Magazine B not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease. Magazine B attempts to discover truly good brands from today’s market where countless brand-named products are overflowing. Magazine B pursues its quest for true value of a printed medium by becoming a magazine that would be worth possessing, not affected by advertisements since it receives no financial support from the brand, and maintains a unique and independent perspective which is increasingly disappearing due to overflowing information mingled among different media outlets.
Magazine B dedicates each issue to the story of one specific brand, which is one of the well-balanced brands that JOH. discovers from around the world based on four standards: beauty, practicality, price, and philosophy. And each issue is packed with B’s unique insights and in-depth analysis. Magazine B will continue to search brands that it pursues to introduce cover-to-cover, such as Swiss recycled bag manufacturer Freitag and Japanese camping gear maker Snow Peak.
Häagen-Dazs on Instagram
Tristan Choi, CEO of Fell + Cole
A look at Häagen-Dazs’ journey through its key flavors
Consumers share their favorite flavors and experiences
Sweets Bancho, food producer
How Häagen-Dazs infiltrated numerous markets
People who enjoy Häagen-Dazs in their own way
Jung-in Yoo, chef-owner of Kind
Häagen-Dazs shines on the dessert menus of restaurants and cafes
VIEW FROM THE TOP
The super-premium image of the Häagen-Dazs brand
Images that reveal Häagen-Dazs’ hidden class
The birth of a premium ice cream for adults and its branding strategy
Advertising with seductive imagery and suggestive phrasing
TASTE OF TRENDS
Häagen-Dazs flavors reveal prevailing trends in the food and beverage industry
What Häagen-Dazs means to the rich and famous
The marketing strategies of Häagen-Dazs’ competitors
Numbers that display Häagen-Dazs’ status in the world of ice cream
Details: Magazine B – Issue 47 (Häagen Dazs)
240 x 170 mm, 128 pages