Ice cream from the Bronx with a made-up Danish name
Reuben Mattus made ice cream in the Bronx, then gave it what he called “a totally fictitious Danish name,” with an ä Danish doesn’t use.
The branding lesson
Reuben and Rose Mattus started Häagen-Dazs in the Bronx in 1960, and Reuben gave it a name that means nothing in any language. He said he “put together a totally fictitious Danish name” to honor Denmark for saving its Jews during World War II, and counted on the umlaut to “attract attention.”
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