In 1961 Mr. Mattus 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.

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.

In 1983 Mr. Mattus agreed to sell Häagen-Dazs to The Pillsbury Company, which remained committed to the tradition of superior quality and innovation on which Häagen-Dazs was founded. Since then, it has become a global phenomenon, available in 54 countries. But the same careful attention to quality that Reuben Mattus built into every Häagen-Dazs^® product, remains today. Ice Cream lovers the world over now recognize the unique Häagen-Dazs logo as synonymous with the ultimate super-premium ice cream.