In the world of frozen desserts, few names evoke as much indulgence and quality as Häagen-Dazs.
Founded in 1960 by Reuben and Rose Mattus, this iconic brand has become synonymous with premium ice cream.
The Mattus couple, Polish-Jewish immigrants who settled in New York City, combined their passion for exceptional ingredients with innovative marketing strategies to create a product that would stand out in a crowded market.
In this article, we delve into the inspiring story of Reuben and Rose Mattus, exploring their journey from humble beginnings to the creation of a global dessert empire.
Reuben and Rose Mattus
Reuben was born in 1912 in Poland to a Jewish family.
After his father’s untimely death, Reuben’s mother emigrated to the United States with him and his sister. Settling in the Bronx, New York, the family worked tirelessly to make ends meet.
Reuben’s uncle owned an ice pop business, and by the age of 10, Reuben was already involved in the family trade, selling lemon ices and ice pops from a horse-drawn wagon.
This early exposure to the ice cream business instilled in him a deep understanding of the market and its potential.
Rose, born in 1916 in Manchester, England, also came from a Jewish immigrant family.
Her family moved to New York when she was a child, and she grew up in the Bronx.
Rose and Reuben married in 1936, forming a partnership that would later prove vital to the success of Häagen-Dazs.
Rose’s sharp business acumen and dedication complemented Reuben’s innovative ideas.
She managed the company’s operations and played a critical role in branding and marketing, ensuring the product reached its intended audience.
The birth of Häagen-Dazs
In the 1950s, the Mattus family was running an ice cream business under the brand Senator Frozen Products.
However, Reuben felt that the mass-market approach diluted the quality of ice cream, leaving a gap for a truly premium product.
In 1960, the couple launched Häagen-Dazs.
The name was carefully chosen by Reuben to evoke an image of old-world craftsmanship and European sophistication.
Interestingly, the name itself has no meaning; it is a completely fabricated term meant to stand out.
The umlaut in “Häagen” added an exotic flair, though it does not follow actual Danish linguistic rules.
Häagen-Dazs started with just three flavors: vanilla, chocolate, and coffee.
Reuben’s emphasis was on using only the finest natural ingredients, with no artificial flavors or stabilizers.
This commitment to quality was revolutionary at the time, especially in a market dominated by cheaper, mass-produced alternatives.
Overcoming early challenges
The early years were not easy for the Mattus family.
Reuben personally sold the ice cream to delicatessens and gourmet shops in New York City.
The product’s premium pricing initially deterred some customers, but its exceptional quality soon garnered a loyal following.
Rose played a crucial role in marketing Häagen-Dazs.
She orchestrated sampling campaigns, allowing customers to experience the richness of the ice cream firsthand.
Her efforts ensured that Häagen-Dazs gained a reputation for excellence and indulgence, making it a sought-after treat.
Expansion and the sale of Häagen-Dazs
By the 1970s, Häagen-Dazs was a household name among affluent consumers.
The Mattuses’ focus on quality paid off, and the brand expanded nationally.
They strategically placed their ice cream in upscale supermarkets and luxury hotels, cementing its status as a premium product.
In 1976, their daughter, Doris Mattus Hurley, opened the first Häagen-Dazs shop in Brooklyn, New York.
The shop’s success led to a franchise model, further boosting the brand’s visibility and accessibility.
In 1983, the Mattus family sold Häagen-Dazs to Pillsbury for $70 million.
While the sale marked the end of their direct involvement, their legacy lived on as Pillsbury expanded the brand globally.
The Mattuses continued to advocate for high-quality food products and became involved in philanthropy.
Legacy
Reuben passed away in 1994, and Rose followed in 2006.
Their story is one of perseverance, innovation, and an unwavering commitment to quality.
They turned a small, family-run business into a global phenomenon, proving that integrity and passion can create lasting success.
Today, Häagen-Dazs remains a leader in the premium ice cream market, a testament to the Mattuses’ vision.
The brand continues to honor its founders by maintaining the high standards they set over six decades ago.
Lessons from the founders of Häagen-Dazs
The journey of Reuben and Rose offers valuable insights for entrepreneurs:
1. Focus on quality: The Mattuses’ commitment to superior ingredients and processes set Häagen-Dazs apart in a crowded market.
2. Innovative branding: The unique name and sophisticated image appealed to a niche audience, creating a sense of exclusivity.
3. Perseverance: Despite early challenges, their dedication and hard work paid off, transforming their vision into reality.
4. Teamwork: The partnership between Reuben and Rose was a cornerstone of their success, showcasing the power of collaboration.
Conclusion
Reuben and Rose Mattus were more than just ice cream makers; they were pioneers who revolutionized the dessert industry.
Their dedication to quality and innovative approach laid the foundation for Häagen-Dazs, a brand that continues to delight consumers worldwide.
Their story is a reminder that with vision, hard work, and a commitment to excellence, it is possible to create something truly extraordinary.
Häagen-Dazs remains a living tribute to their passion and ingenuity, an enduring symbol of what it means to pursue perfection.
