"Satisfying Experience" The Premium Ice Cream Icon 'Haagen-Dazs' [Hidden Industry Story]

Haagen-Dazs Called the 'Best Ice Cream'
Chewy Texture and Deep Flavor Promise 'Adult Taste'
Presented as Dessert in Hotels, Restaurants, and In-flight Meals
'Premium Strategy' Changes the Ice Cream Market Landscape

The first Haagen-Dazs store in New York. Photo by Wikipedia

[Asia Economy Reporter Kang Juhee] "The luxury you feel in ice cream..."

This is a natural expression when tasting H?agen-Dazs ice cream. H?agen-Dazs is recognized as a company that led the premiumization and branding of ice cream, which was once perceived as a dessert after meals or a light snack. Despite its higher price compared to other products when comparing a single ice cream, H?agen-Dazs has maintained a high market share for over 60 years since its founding, competing closely with its rival Ben & Jerry's for first and second place. Why are people so enthusiastic about this expensive ice cream?

◆ From icy treats to chewy and creamy ice cream

The history of H?agen-Dazs began in 1961 in the Bronx, New York, USA. Reuben Mattus and his wife Rose Mattus became interested in developing ice cream by chance, encouraged by a friend. At that time, the ice cream market was dominated by low-priced mass-produced products, which were rough and hard like ice. The Mattus couple devised a differentiated strategy, which was the 'premium strategy.'

However, to be labeled 'premium,' the product quality also had to be at a matching level. To this end, the couple focused on developing very smooth and sweet ice cream different from existing products. H?agen-Dazs' principle was to achieve a smooth texture and deep flavor by increasing the milk fat content and using only carefully selected fresh ingredients. They did not use any synthetic colors or flavors with the goal of 'delivering the best taste.' This was an attempt that changed the landscape of the ice cream market, which had been just 'sweet ice.'

Haagen-Dazs Vanilla Ice Cream.
Photo by Haagen-Dazs Official Website

The Mattus couple repeatedly researched and first sold three flavors of ice cream?vanilla, coffee, and chocolate?at their store. However, H?agen-Dazs was not popular with the public from the start. Due to its higher price than products sold on the market, people found H?agen-Dazs products burdensome.

However, lowering the price was impossible given the use of good ingredients, and doing so would have undermined H?agen-Dazs' premium strategy. The couple continued research to improve the taste to maintain the high-price strategy. The story that Reuben devoted six years of experiments just to create a strawberry-flavored ice cream is often recounted when telling H?agen-Dazs' success story.

After these efforts, H?agen-Dazs gradually gained word-of-mouth among consumers, and those who tasted H?agen-Dazs ice cream once inevitably returned despite the high price. Especially, H?agen-Dazs' vanilla product earned the nickname 'the most delicious vanilla ice cream in the world' for its chewy texture and deep flavor and is still considered the brand's representative product. H?agen-Dazs achieved great success locally and later expanded across the United States and over 50 countries worldwide, becoming a large corporation with 900 stores.

◆ Marketing targeting 'adult tastes'

The key to H?agen-Dazs' success was marketing that targeted adult tastes above all else. From its establishment, H?agen-Dazs had a clear goal of being a premium ice cream brand and did not regard ice cream simply as a snack enjoyed after meals.

This marketing approach was especially well received in Europe, known for its discerning palates. Instead of advertising through mass media like TV, H?agen-Dazs promoted its products by operating luxurious directly managed stores in key commercial areas. This allowed customers visiting the stores to directly experience the H?agen-Dazs brand.

They also worked hard to build a luxurious image by distributing H?agen-Dazs products as desserts in restaurants, hotels, and in-flight meals. This marketing stimulated the interest of adults who enjoy high-end culture and gained great popularity. It added taste, style, and atmosphere to ice cream, breaking the stereotype that it was just a children's snack.

Haagen-Dazs Dark Chocolate Flavor.
Photo by Haagen-Dazs Korea Instagram

◆ Consistent product production of "the most delicious ice cream in the world"

Reuben had the ambition to 'make the most delicious ice cream in the world.' He believed "ice cream should not only be cold and sweet but provide a satisfying experience itself."

For this, strict management was necessary in both manufacturing and distribution of ice cream. Although H?agen-Dazs products are exported worldwide, it is famous for maintaining consistent quality by having manufacturing plants in only three countries: the United States, France, and Japan.

Thanks to these efforts, H?agen-Dazs is still called the top company in the ice cream industry even 60 years after its founding. In 2010, H?agen-Dazs was selected as the number one best ice cream by the monthly magazine 'Consumer Reports,' published by the American Consumer Association. In Korea, H?agen-Dazs has also shown steady growth in recent years, with annual sales exceeding 50 billion won.