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and had less air, which, according to Rose Mattus' autobiography, was the result of a factory accident, when the air injection pump broke. Reuben developed the flavors and Rose marketed the product. Her first marketing ploy was to dress up elegantly – in keeping with the upmarket positioning of the
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leading to their decision to make a heavy kind of high-end ice cream. Reuben consulted some books and started to make a new heavy kind of ice cream. In 1959, they decided to form a new ice cream company with a foreign-sounding name. The name chosen was the Danish-sounding 'Häagen-Dazs' as a tribute
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with his widowed mother Lea on March 5, 1921, several months before Rose Vesel. He started in the ice cream business as a child of 10, joining his uncle who was in the
Italian lemon-ice business in Brooklyn, helping his mother squeeze lemons for the ices. By the late 1920s, the family began making
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From its launch in 1961, the ice cream was made using cream and natural ingredients for the flavorings, in contrast with competing brands which used often artificial ingredients, starting with three simple flavors: vanilla, chocolate, and coffee. Their ice cream was high in
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deliveries to college towns. In 1966, Häagen-Dazs launched its fourth flavor, strawberry, a flavor that took them 6 years to develop. By 1973, it was sold throughout the United States, and in 1976 the first Häagen-Dazs store was opened in
Brooklyn by their daughter Doris.
136:. After finishing high school, Rose went to work as a bookkeeper at the Senator plant in 1934, and the two married in 1936. The Senator Frozen Products company was profitable, but by the 1950s the large mass-producers of ice cream started a
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and their contract was not renewed; Häagen-Dazs is now owned by
General Mills. After this, they launched the Mattus Ice Cream Company in 1992, this time specializing in low-fat products, calling them Mattus' Lowfat Ice Cream, a
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brand – and give away free samples at local grocers. Another part of her strategy was to market the brand to university students, and she made certain that ice cream parlors near
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ice pops, and by 1929 chocolate-covered ice cream bars and sandwiches under the name
Senator Frozen Products, selling them from a horse-drawn wagon in
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carried Häagen-Dazs, as well as upscale restaurants. The brand, which grew only slowly through the 1960s, was at first distributed nationally by
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Company in 1983 for $ 70 million. The
Mattuses were kept on as consultants after the sale until Pillsbury was bought by
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line of low-fat ice cream. Mattus' Lowfat Ice Cream was named one of the "Ten Best
Products of 1993" by
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Reuben Mattus died on
January 30, 1994, after suffering a heart attack. Rose Mattus died in
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which does not exist in Danish, and even put a map of
Denmark on the carton.
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In 1982, Reuben and Rose Mattus received the Golden Plate Award of the
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Rose Vesel Mattus (November 23, 1916 – November 28, 2006) was born in
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Reuben Mattus (December 25, 1912 – January 27, 1994) was born in
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60 Years After Its
Founding, Häagen Dazs Remains A Beloved Treat
572:"Lives Well Lived: Reuben Mattus; The Vichyssoise Of Ice Cream"
611:"Golden Plate Awardees of the American Academy of Achievement"
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295:"Rose Mattus, 90, Co-Creator of Häagen-Dazs Ice Cream, Dies"
526:"Frozen Friday: 'I'm Related to the Makers of Häagen-Dazs'"
653:"Rose Mattus. The woman who sold Häagen-Dazs to America"
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The
Emperor of Ice Cream: The True Story of Häagen-Dazs
95:. They made theatrical costumes and briefly moved to
55:parents. He arrived at the Port of New York on the
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226:. The couple was known for their support of Rabbi
698:Rose Vesel Mattus and Jeanette Friedman (2004).
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110:in October 1921 when Rose was five years old.
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373:"Rose Mattus, 90, Co-Founder of Häagen-Dazs"
238:party. They were known for their support of
246:which bears their name, and supporting the
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242:, founding a school of high technology in
34:ice cream business in the United States.
737:American people of Polish-Jewish descent
632:Friedman, Robert I. (November 8, 1987).
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329:Jews of the Week: Rose and Reuben Mattus
99:with a theatre company and emigrated to
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481:"Rose Mattus Co-founder of Häagen-Dazs"
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424:Rose Mattus, co-founder of Haagen-Dazs
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16:Polish-Jewish ice cream entrepreneurs
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752:20th-century American businesspeople
222:Rose Mattus sat on the board of the
103:as steerage passengers on board the
651:Michael Carlson (January 9, 2007).
371:Stephen Miller (December 1, 2006).
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747:People from Cresskill, New Jersey
455:"The Real Scoop Behind Ice Cream"
555:ICE CREAM KING TAKES ANOTHER DIP
400:"Häagen-Dazs Comes From Where?!"
619:American Academy of Achievement
570:Ruth Reichl (January 1, 1995).
524:Naomi Zeveloff (July 1, 2011).
345:"Ice Cream's Jewish Innovators"
224:Zionist Organization of America
212:American Academy of Achievement
91:parents who had emigrated from
732:American food company founders
479:Paul Levy (December 5, 2006).
343:Joan Nathan (August 2, 2012).
30:entrepreneurs who founded the
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178:The business was sold to the
453:Gaby Wenig (July 29, 2004).
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531:The Jewish Daily Forward
141:to Denmark's exemplary
124:Reuben and Rose met in
71:Rose Mattus (née Vesel)
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262:on November 28, 2006.
203:The Mattuses lived in
114:Reuben and Rose Mattus
20:Reuben and Rose Mattus
762:Polish Ashkenazi Jews
757:Polish businesspeople
634:"Kahane's Money Tree"
232:Jewish Defense League
205:Cresskill, New Jersey
143:treatment of its Jews
118:Further information:
260:Westwood, New Jersey
615:www.achievement.org
248:Israeli settlements
164:New York University
702:. The Wordsmithy.
576:The New York Times
303:. December 1, 2006
300:The New York Times
184:Grand Metropolitan
230:, founder of the
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428:The Namibian
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406:. 2015-05-13
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679:Rose Mattus
510:Our history
228:Meir Kahane
145:during the
126:Brownsville
120:Häagen-Dazs
32:Häagen-Dazs
721:Categories
410:2020-03-26
266:References
107:Berengaria
85:Rose Vesel
77:Manchester
664:August 7,
581:August 7,
537:August 7,
492:August 7,
464:August 7,
384:August 7,
356:August 7,
180:Pillsbury
159:butterfat
138:price war
105:RMS
65:The Bronx
38:Biography
599:OBITUARY
404:HuffPost
244:Herzliya
234:and the
218:Activism
134:New York
130:Brooklyn
101:New York
307:21 June
189:premium
97:Belfast
59:Vestris
706:
240:Israel
151:umlaut
93:Poland
89:Jewish
53:Jewish
49:Poland
28:Jewish
24:Polish
254:Death
22:were
704:ISBN
666:2012
583:2012
539:2012
494:2012
466:2012
386:2012
358:2012
309:2012
236:Kach
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