Why Is Häagen-Dazs Called That? The Truth Behind Ice Cream’s Most Misleading Name
Häagen-Dazs is one of the most famous and recognized ice cream brands in the world. The name sounds exotic, refined and luxurious, conjuring up images of Nordic craftsmanship, perhaps Danish or Scandinavian.
But there’s a small problem: Häagen-Dazs means absolutely nothing.
It’s not Danish. It’s not Swedish. It’s not even European. It’s simply one of the greatest marketing gimmicks in history, designed to give the illusion of premium quality and artisanal tradition.
Let’s find out the story behind the name Häagen-Dazs and why it’s a masterpiece of branding that changed the ice cream industry.
Häagen-Dazs: A Name Made Up From Scratch
In the 1960s, the ice cream market in the United States was dominated by industrial brands like Breyers and Sealtest, which sold cheap products with low-quality ingredients.
Reuben and Rose Mattus, a couple of Polish Jewish entrepreneurs who immigrated to the United States, wanted to create a high-end ice cream, with more cream and less air than their competitors.
They knew that for selling a premium product needed a name that sounded premium. That’s where their genius idea comes in.
Reuben Mattus decided to invent a name that sounded European, elegant and traditional, in order to give his ice cream an aura of authenticity and artisanal quality.
Thus Häagen-Dazs was born.
The Meaning of Häagen-Dazs? None.
Häagen-Dazs is not a word in any language. It means absolutely nothing.
Reuben Mattus admitted that he chose the name because he wanted it to sound Danish, as Denmark had a great reputation for dairy products and butter.
The clever trick? The name Häagen-Dazs immediately evokes quality and European craftsmanship, even though it has no real connection to Denmark or any historical ice cream heritage.
The craziest thing? In Danish:
- The “ä” with the diaeresis does not exist.
- The combination “zs” is not typical of the language.
- The word makes no sense to a native Danish speaker.
But to Americans it sounded perfect: exotic, authentic, luxurious.
Why the Häagen-Dazs Name Is a Marketing Masterpiece
Häagen-Dazs branding is based on three powerful psychological principles:
1. The Illusion of Origin
If a product appears to come from a country known for the quality of that sector, the human brain is more likely to consider it superior.
- Italian pasta? It must be the best.
- Swiss chocolate? Definitely superior.
- Ice cream with a Scandinavian name? Definitely artisanal and luxurious.
Häagen-Dazs has created a European luxury identity from scratch, without having to respect any tradition.
2. The hard-to-pronounce name makes it more exclusive
More complex or “foreign” names give the impression of higher quality.
- An ice cream called “Mattus Ice Cream” (after the founder) would not have had the same appeal.
- Häagen-Dazs, on the other hand, seems like a “niche” name, making the ice cream most desirable.
A similar trick is used by luxury brands such as Hermès or Givenchy: the fact that the name is difficult to pronounce makes it more prestigious.
3. Minimalist Packaging That Evokes Luxury
Mattus knew that its ice cream had to stand out in supermarkets.
- The Häagen-Dazs packaging was white and minimalist, with gold accents.
- Unlike competitors filled with colorful images, Häagen-Dazs communicated elegance and luxury.
The concept was clear: less is more.
Expansion and the War with Fake “European” Brands
Häagen-Dazs’ success was immediate. American consumers, accustomed to cheap, commercial ice cream, went crazy over the idea of a luxury artisanal ice cream with an exotic name.
The brand became so popular that imitations began appearing, including a competitor called Frusen Glädjé (which, unlike Häagen-Dazs, was an actual Swedish word and meant “Frozen Joy”).
Reuben Mattus sued Frusen Glädjé, claiming that You couldn’t use a “fake Scandinavian” name to sell ice cream in the United States.
The irony? Häagen-Dazs itself was a fake name. The court dismissed the lawsuit and the name Frusen Glädjé remained, although the brand eventually disappeared.
Häagen-Dazs Today: A Global Brand Without Real Roots
Today, Häagen-Dazs is sold in over 50 countries and its name has become synonymous with premium ice cream, despite being created on a drawing board without any real cultural basis.
The brand has retained its “European” identity despite being totally American, proving that in marketing Perception is more important than reality.
Conclusion: Häagen-Dazs and the Incredible Power of Branding
Häagen-Dazs is a perfect example of how a brand can create a fictional identity and make it work perfectly.
Three key lessons from the Häagen-Dazs case:
- Origin matters less than perception → Ice cream does not have Danish roots, but the name suggests otherwise.
- Exclusivity is created with an exotic name and luxurious design → The difficult-to-pronounce name has increased the perceived value of ice cream.
- Marketing can rewrite the history of a product → It doesn’t matter where it comes from you come, but how you are perceived.
Next time you reach for a can of Häagen-Dazs, remember that you are not eating a piece of Scandinavia, but a masterpiece of American marketing.
