Häagen-Dazs ice cream, with the help of singer and actress Leslie Grace, has announced the nationwide availability of its new City Sweets collection in the United States. From street vendor pretzels and crispy churros to waffles and New York’s classic black & white cookies, the product line is inspired by street food snacks that consumers grab when out and about in a urban America.
Each bite of City Sweets adds a playful twist to Häagen-Dazs ice cream. Whether scooping into crunchy, salty pretzel pieces, crispy churros with caramel, fluffy cake swirled with berry sauce or cookie chunks with delicate ripples of chocolate frosting, the new decadent inclusions serve up indulgent flavors to savor.
The collection is available in five flavors: Dulce de Leche Churro, Coffee Chocolate Brownie, Chocolate Peanut Butter Pretzel, Summer Berry Cake Pop; Black & White Cookie; and as snack bars in three flavors: Dulce de Leche Churro, Chocolate Peanut Butter Pretzel, Summer Berry Waffle. The suggested retail price is $6.49 for 14 oz. containers and $5.49 for cartons of three bars.
“Growing up in the Bronx, I enjoyed many of the street food treats featured in City Sweets,” said Grace. “As someone who was raised by hard-working immigrant parents and was encouraged to pursue my dreams and passions, I share the Häagen-Dazs ambition to shine a light on inspiring creators and am so excited to launch City Sweets as part of the second year of #ThatsDazs.”
Häagen-Dazs is continuing to build momentum around the #ThatsDazs campaign, which launched in 2021 to help elevate a new generation of diverse tastemakers and creators. The brand enlisted the talents of Jade Purple Brown, a Brooklyn-based artist, to design the City Sweets packaging with her bright, distinctive, and colorful creations.
“Jade’s smooth, swirling shapes and bold style capture the playful, vibrant spirit of the City Sweets collection.” said Elizabell Marquez, chief marketing officer at Oakland, Caifornia-headquartered Dreyer’s Grand Ice Cream, a unit of Frioneri. In the USA Häagen-Dazs is distributed by Froneri, which operates as Dreyer’s Ice Cream. Frioneri and Nestlé entered into an ice cream-focused joint venture in 2016 with PAI Partners.
“Inspired by the creativity of Häagen-Dazs founding tastemakers who emigrated from Poland to the Bronx, we are continuing our work to uplift new voices and showcase diverse creators,” added Marqqyez. “We were inspired by Jade’s work as a #ThatsDazs tastemaker in 2021 and immediately thought of her when considering who should design the City Sweets packaging.”
Häagen-Dazs will celebrate the launch of City Sweets with a playful twist on the timeless neighborhood bodega experience in New York City. While the exterior will look like a familiar bodega, as soon as guests enter, they’ll enjoy an immersive experience that brings to life the flavors of the City Sweets collection, Jade Purple Brown’s vibrant designs and music by DJ Twin duo Angel + Dren. Leslie Grace and Jade Purple Brown will preview the bodega experience before it opens to the public on April 20.
