pop & funWikipedia1959 · New York, USA

Häagen-Dazs sounds Danish, but its name was invented by a Bronx ice cream maker

the gist

Häagen-Dazs sounds Danish, but the brand was invented in New York. Reuben Mattus, born in Poland in 1912, grew up in the Bronx ice cream trade after his family moved to New York, and in 1959 he launched a premium ice cream company with a Danish-sounding name as a tribute to Denmark's treatment of Jews during World War II. Marketers call this foreign branding, and it gave an ordinary product an air of sophistication. His wife Rose dressed up to hand out free samples. Pillsbury bought the brand in 1983, and it later became part of Nestle's ice cream business.

how it works

Mattus chose a heavier, high-end style of ice cream after mass producers started a price war in the 1950s. Selling fewer, richer, pricier products let a small company compete on quality rather than cost.

so what

It is a clear case of how a foreign-sounding name can signal quality, a tactic common in food and drink marketing.

fun fact

The name has no Danish meaning; it was made up to sound Danish.

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