The famous Danish ice cream brand is actually an American invention

Cultures · Published 1 October 2026 Swipe more like this →

In short: It sounds Scandinavian, evokes images of European dairy, and uses a distinctive umlaut. Yet, the name Häagen-Dazs contains letters that do not even exist in the Danish language. This is a masterclass in foreign branding, born from a Bronx kitchen and a quest for prestige.

In the late 1920s, Reuben Mattus, a Polish-American immigrant, operated a business called Senator Frozen Products in the South Bronx. Using a horse-drawn wagon, he delivered chocolate-covered ice cream bars and sandwiches to local neighborhood stores. By the 1950s, however, a price war among mass-producers forced Mattus to pivot. He decided to move away from the competitive low-end market to create a 'super-premium' product: a dense, high-butterfat ice cream with minimal air and no stabilizers other than egg yolks.

To differentiate this heavy, high-end product, Mattus employed 'foreign branding.' He spent hours at his kitchen table chanting nonsensical words until he landed on 'Häagen-Dazs.' While the name sounds Danish, the letter 'ä' and the 'zs' digraph are not part of the Danish alphabet. Mattus chose the name as a tribute to Denmark’s treatment of Jews during World War II and because he believed Denmark had a positive, dairy-focused reputation in the United States.

The brand's early marketing relied on perceived sophistication. Mattus's wife, Rose, would dress in elegant clothing to distribute free samples, reinforcing an air of class. This strategy was so effective that in 1980, Häagen-Dazs even attempted to sue the brand Frusen Glädjé for using similar foreign-sounding branding, though the lawsuit was unsuccessful. Today, while the brand is owned by General Mills and licensed to Froneri in North America, its origins remain rooted in the entrepreneurial spirit of the Bronx.

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