Häagen-Dazs® Unveils New Design for Shops Nationwide


WALNUT CREEK, Calif.–(BUSINESS WIRE)–Häagen-Dazs® is proud to announce the unveiling of its new Shops design with the grand opening of its location in Walnut Creek, Calif. This elevated refresh of Häagen-Dazs® Shops showcases the new look of Häagen-Dazs®, which launched in 2021 with the “That’s Dazs” campaign and updated packaging design.

The new design features a bright, bold color scheme, ice cream-themed murals, updated team uniforms, and modern lighting and seating. The Walnut Creek mural was designed by Brooklyn-based artist Jade Purple Brown, a Häagen-Dazs® brand partner since 2021. The Häagen-Dazs® brand personality is expressed throughout the shops with thoughtful, hidden design touches, like coffee bean, vanilla flower and chocolate ingredients found in the redesigned tapestry wallpaper and modern 3D-printed vanilla flower, strawberry and caramel art pieces displayed on the shelves.

The new Shops design reflects the larger #ThatsDazs brand initiatives, launched in 2021 with content from a mix of talented creators, tastemakers and consumers sharing their personal interpretation of luxury — because whatever luxury means to you, #ThatsDazs. In addition to Häagen-Dazs’® partnerships with a variety of innovators from diverse backgrounds, the brand will also continue to uplift marginalized creative communities this year as part of the company’s $1.5M commitment over a three-year period.

We could not be more excited to share our newly designed Häagen-Dazs® Shop, which highlights our inclusive, playful ice cream positioning, inspired by our #ThatsDazs campaign. We’re proud to spotlight artists and creators like Jade, who embody the pioneering spirit of our founders,” says Rachel Jaiven, Marketing Director of Häagen-Dazs®.

These repositioning efforts were inspired by the creativity and passion of the Häagen-Dazs® brand founders, who emigrated to the Bronx, NY from Poland and transformed the finest ingredients into a luxury for all to enjoy. In a similar spirit to the Häagen-Dazs® founders, current-day franchisees nationwide are a collective of hardworking dreamers, doers and small business owners, aiming to enrich their community with a taste of approachable luxury.

The Walnut Creek, Calif., Shop is located near the Dreyer’s Grand Ice Cream company headquarters in Oakland, Calif. Community members are invited to visit the Broadway Plaza Shop to enjoy the new store design while treating themselves to irresistible creations made with Häagen-Dazs® super-premium ice cream and sorbets, including favorites like Cookies & Cream, Dulce de Leche, and Belgian Chocolate .

We’re thrilled to launch our updated Häagen-Dazs® Shops design in our local community of Walnut Creek. The grand opening will be something special for our team, as the transformation has been a diligent effort, and we’re so proud of the new design,” says Adam Hanson, President of Häagen-Dazs® Shops.

The new Shops design will start to be rolled out across nationwide franchise locations moving forward. For more information on Häagen-Dazs® and the #ThatsDazs campaign, visit www.haagendazs.us.

About Häagen-Dazs® Shops:

The first Häagen-Dazs® Shop opened in Brooklyn, NY in 1976, giving consumers a new outlet for the finest Häagen-Dazs® super premium ice cream. Today the Häagen-Dazs® Shop system in the United States is made up of more than 200 Häagen-Dazs® Shops, franchised by The Häagen-Dazs® Shop Company, Inc., which proudly offer top quality indulgent desserts that start with Häagen-Dazs® products. For more information, please visit icecream.com/us/en/brands/haagen-dazs/shops/, join the company’s fan page at facebook.com/HaagenDazsUS, follow the brand at @HaagenDazs_US.

About Häagen-Dazs®:

Häagen-Dazs® was founded by Reuben Mattus in 1960 on a mission to transform simple flavors and the finest ingredients possible into an extraordinary ice cream experience. True to tradition, the brand is committed to using only high-quality ingredients in crafting the world’s first luxury ice cream that can be enjoyed by all. Today, the Häagen-Dazs® brand offers ice cream, non-dairy frozen dessert, sorbet and bars around the globe. In the US, Häagen-Dazs® operates under Froneri, an ice cream-focused joint venture Nestlé created in 2016 with PAI Partners. In the US, Froneri operates as Dreyer’s Grand Ice Cream, based out of Oakland, CA.

The HÄAGEN-DAZS® trademark is used under license. ©HDIP, Inc.