Häagen-Dazs Brands Its Ice Creams As ‘Made in France’

View of the logo of Haagen-Dazs ice cream shop in Paris, March 3. The company has now branded its range of ice creams as "Made in France." Jacky Naegelen/Reuters

U.S. ice cream company Häagen-Dazs is set to start branding its products with the slogan “Made in France” on the label, in a bid to cash in on France’s marketability worldwide, Le Figaro reports.

Although founded in New York City in the 1960s, Häagen-Dazs has been manufacturing ice cream in the tiny village of Tilloy-les-Mofflaines in France’s Pas-de-Calais region since 1992. French-made pots of Häagen-Dazs ice cream are exported to over 80 countries worldwide and have been granted the “Origine France Garantie” label since over half of its ingredients are locally sourced.

Now the company is planning to capitalize on its relationship with France, branding all pots of ice cream made in Pas-de-Calais with a “Made in France” sticker and the French flag. The new packaging will not apply to products made elsewhere such as the Nestlé and Häagen-Dazs factory in Tulare, California.

“When we take image into consideration as well as Häagen-Dazs’s premium quality, the French origin is a real selling point, particularly in Asia,” Martine Loyer, director of marketing of Häagen-Dazs ice creams, said. According to Loyer, the public acknowledgment of the products’ ties to France “ensures quality and know-how.”

The new labels will not affect products marketed in U.S. and Canada, which are produced in North America, but will affect Häagen-Dazs large ice cream markets in Europe and especially the Far East such as China and Hong Kong.