OAKLAND, CALIF. – Häagen-Dazs announced the launch of its new City Sweets collection, which is inspired by street food desserts that people grab on the go.
Now available throughout the US, the five City Sweets flavors are Dulce de Leche Churro, Coffee Chocolate Brownie, Chocolate Peanut Butter Pretzel, Summer Berry Cake Pop and Black & White Cookie. Additionally, Häagen-Dazs is selling three flavors – Dulce de Leche Churro, Chocolate Peanut Butter Pretzel and Summer Berry Waffle – as snack bars.
The 14 oz. containers of ice cream have a suggested retail price of $6.49, while the 14 oz. containers that contain three bars are $5.49.
To introduce the new flavors, Häagen-Dazs teamed with singer and actress Leslie Grace, as well as Brooklyn-based artist Jade Purple Brown.
“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.”
The new flavors and tie-ins with artists are part of the #ThatsDazs campaign, which the company introduced last year, describing it as a way to elevate a generation of diverse tastemakers and creators.
Brown designed the City Sweets packaging. Elizabell Marquez, chief marketing officer at Dreyer's Grand Ice Cream, said the artist’s “smooth, swirling shapes and bold style capture the playful, vibrant spirit” of the new collection.
“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,” Marquez said.
Additionally, to celebrate the launch, Häagen-Dazs announced it will transform a space to pay homage to a New York City bodega, at least on the exterior. Inside, visitors will go through an immersive experience inspired by the City Sweets collection, including designs from Brown.
Häagen-Dazs’ plan for uplifting marginalized creative communities in 2022 includes donating $500,000 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-based nonprofit organization that supports emerging performing artists. In 2021, the company donated $500,000 to groups including Hillman Grad Mentorship Lab, Allies in Arts, La Cocina, She Is The Music and The Council of Fashion Designers of America.