Häagen-Dazs ice cream is returning to Australia

Posted by AFN Staff Writers on 21st March 2016

Haagen-DazsHäagen-Dazs ice cream will be sold in Australian supermarkets again after being removed 12 years ago.

The American brand was first introduced to Australians by Philsbury in 1999 but it was removed five years after its launch due to poor sales.

Despite being taken away from Australian freezer aisles, General Mills Australasia Managing Director Joe Ens says the timing is now right for a return.

“A lot has changed in the Australian market in the last 12 years – social media barely even existed the last time Häagen-Dazs was available here – and we firmly believe Australians are ready for a new premium, high quality ice-cream,” Ens said.

“At General Mills, consumers come first and we have recognised an ever-increasing consumer demand in this marketplace for premium and luxurious food products. With 35 per cent of Australians now eating ice-cream at least once a week, we believe the time is right to bring the Häagen-Dazs brand back to Australia,” he stated.

Häagen-Dazs was created by an American man in 1961. Despite its Dutch sounding name the ice cream does not have any connections to Denmark other than being a tribute to the country.

General Mills will return the ice cream to Australia through a shop operating out of Federation Square, Melbourne for five-weeks only. The shop will then be re-located to Sydney’s Overseas Passenger Terminal at The Rocks for four weeks.

After the shops close Häagen-Dazs will start to appear in Australian supermarkets by the end of 2016.

General Mills Australasia is responsible for a variety of supermarket brands sold in Australia including Latina Fresh pasta, Old El Paso and Betty Crocker.