Reuben Mattus, a young entrepreneur with a passion for quality and a vision for creating the finest ice cream, worked in his mother's ice cream business selling fruit ice and ice cream pops from a horse drawn wagon in the bustling streets of the Bronx, New York. To produce the finest ice cream available, he insisted on using only the finest, purest ingredients.
The family business prospered throughout the 1930's, 40's and 50's. By 1960, Mr. Mattus, supported by his wife Rose, decided to form a new company dedicated to his ice cream vision. He called his new brand Häagen-Dazs, to convey an aura of the old-world traditions and craftsmanship to which he remained dedicated.
Häagen-Dazs started out with only three flavors: vanilla, chocolate and coffee. But Mr. Mattus' passion for quality soon took him to the four corners of the globe. His unique ice cream recipes included dark chocolate from Belgium and hand picked vanilla beans from Madagascar, creating distinctive and indulgent taste experiences.
The Häagen-Dazs brand quickly developed a loyal following. Its early success was created by word of mouth and praise. Without the benefit of advertising the story of an incredibly rich and creamy confection spread rapidly. At first, it was only available at gourmet shops in New York City, but soon distribution expanded throughout the east coast of the U.S., and by 1973 Häagen-Dazs® products were enjoyed by discerning customers throughout the United States. Then in 1976, Mr. Mattus' daughter Doris opened the first Häagen-Dazs® shop. It was an immediate success, and its popularity led to a rapid expansion of Häagen-Dazs shops across the country.