Reuben and Rose Mattus launched Häagen-Dazs in 1961.
The couple introduced the brand in the Bronx, New York, beginning with a small range that included vanilla, chocolate, and coffee. Reuben Mattus had worked in the frozen-dessert business before creating a premium brand focused on rich texture and comparatively simple ingredients.
The name was invented rather than inherited from an old Danish company. It was chosen because it sounded Scandinavian and was intended to suggest craftsmanship and quality. The accent marks and map-like imagery reinforced that impression, even though the company was American.
Häagen-Dazs later became internationally known for premium ice cream and other frozen desserts. Its origin is a useful reminder that a product’s branding and cultural associations do not always reveal where the business was founded.