General Mills, in turn, bought Pillsbury in 2001 and succeeded to its interest in the joint venture. and Canadian ice cream operations into a joint venture called Ice Cream Partners. In 1999, Pillsbury and Nestlé merged their U.S. The Pillsbury Company bought Häagen-Dazs in 1983. Rose Mattus would dress up in fancy clothing to distribute free samples, giving the ice cream an air of sophistication and class. In 1959, he decided to form a new ice cream company with what he thought to be a Danish-sounding name, Häagen-Dazs, as a tribute to Denmark's alleged exemplary treatment of Jews during World War II, a move known in the marketing industry as foreign branding. The Senator Frozen Products company was profitable, but by the 1950s the large mass-producers of ice cream started a price war leading to his decision to make a heavy kind of high-end ice cream. By the late 1920s, the family began making ice pops, and by 1929, chocolate-covered ice cream bars and sandwiches under the name Senator Frozen Products on Southern Boulevard in the South Bronx, delivering them with a horse-drawn wagon to neighborhood stores in the Bronx. They joined an uncle who was in the Italian lemon-ice business in Brooklyn. His father died during the First World War, and his widowed mother migrated to New York City with her two children in 1921. Häagen-Dazs's founder Reuben Mattus was born in Poland in 1912 to Jewish parents. Häagen-Dazs' first store at 120 Montague Street, Brooklyn, New York
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