Häagen-Dazs launches City Sweets collection
Brand partners with singer, actress Leslie Grace and enlists talents of artist Jade Purple Brown for packaging design.
Häagen-Dazs, an ice cream brand of Oakland, Calif.-based Dreyer’s Grand Ice Cream, with the help of singer and actress Leslie Grace, announced the nationwide availability of its new City Sweets collection. City Sweets is a new, playfully indulgent collection of flavors inspired by the iconic street food desserts that you grab when you are out and about in a city, the company says.
From beloved street vendor pretzels and crispy churros to waffles and New York’s classic black and white cookies, the new Häagen-Dazs ice cream collection brings together the brand’s famous decadent flavors and pairs it with beloved on-the-go eats. For instance, each bite of City Sweets adds a playful twist to one of Häagen-Dazs beloved flavors, including crunchy, salty pretzel pieces, crispy churros with caramel, fluffy cake swirled with berry sauce or cookie chunks with delicate ripples of chocolate frosting, the brand says.
The Häagen-Dazs City Sweets collection is available in five flavors: Dulce de Leche Churro, Coffee Chocolate Brownie, Chocolate Peanut Butter Pretzel, Summer Berry Cake Pop and Black & White Cookie. It is also offered in snack bars in three flavors: Dulce de Leche Churro, Chocolate Peanut Butter Pretzel and Summer Berry Waffle. The City Sweets collection is available nationwide with a suggested retail price of $6.49 for a 14-ounce container and $5.49 for a carton of three bars.
“Growing up in the Bronx, I enjoyed many of the street food treats featured in City Sweets,” Grace says. “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 says it is continuing to build momentum around the hashtag #ThatsDazs campaign, which launched last year to elevate a new generation of diverse tastemakers and creators. The brand enlisted the talents of Brooklyn-based artist Jade Purple Brown 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 new Häagen-Dazs City Sweets collection,” Elizabell Marquez, chief marketing officer at Dreyer's Grand Ice Cream, says. “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. 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 says it 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, Brown’s vibrant designs and music by DJ Twin duo Angel + Dren.
Additionally, Häagen-Dazs says it also will continue to uplift marginalized creative communities in 2022 as part of the company’s $1.5 million commitment that began last year. and the brand will be donating $500,000 this year to organizations such as Hot Bread Kitchen, a nonprofit that supports women of color and immigrant women in New York City’s food industry, and The Tank, a New York City-based nonprofit organization that supports emerging performing artists.
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