. . right? Not! We’re giving this ice cream manufacturer a Trojan Horse Award for sneaky advertising. A BRONX CHEER FOR ICE CREAM The Bronx is home to Yankee Stadium and a world-famous zoo, but it’s not legendary for being the birthplace of a popular ice cream. It should be. Reuben Mattus, a Polish immigrant peddled his family’s homemade ice cream to Bronx restaurants and stores for more than 30 years before he came up with his fortune-making idea for the super-premium ice cream he christened with a nonsensical name. He introduced Häagen-Dazs in 1961, and at first, it came in only three flavors: vanilla, chocolate, and coffee. His ice cream was made with real (versus artificial) flavors and premium ingredients like real cream and expensive Belgian chocolate. He also added more butterfat and incorporated less air to create a richer, denser ice cream. Reuben and his wife, Rose, invented the name while sitting on their couch at home; they thought a foreign named would give the ice cream an air of sophistication and elegance.
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