As of: January 22, 2024, 5:14 a.m
By: Lennart Schwenck
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Edeka and Rewe say “goodbye” to Häagen-Dazs.
The products would not meet expectations.
Which alternatives are now hitting the shelves?
Munich – Those with a sweet tooth and a sweet tooth have to be brave now: Rewe is removing all Häagen-Dazs products from its range, and Edeka is also affected.
This was reported by the consumer portal
Chip
.
When asked by
IPPEN.MEDIA,
press spokesman for the Rewe Group, Thomas Bonrath, explained that, among other things, the low demand for the Häagen-Dazs products ultimately did not meet expectations.
Therefore, the purchase was discontinued last August.
Unfortunately, if you're looking for Häagen-Dazs products in a Rewe supermarket, you won't find them anymore.
According to Rewe, the remaining batches of ice cream flavors will be sold off.
After that, Häagen-Dazs will completely disappear from its branches.
Rewe and Edeka are removing Häagen-Dazs ice cream from their range © imago images
Au revoir, Häagen-Dazs!
Rewe offers exclusive alternatives
But the Rewe Group supermarkets already have an exclusive alternative ready: In the future, the brand wants to focus more on the ice cream products from “Mälzer&Fu”.
TV chef Tim Mälzer and streetwear entrepreneur Chris “Fu” Boszczyk are behind the brand.
They attach particular importance to sustainable production within Germany, so that ice cream no longer has to make the long journey across the pond.
Six different varieties will come onto the market.
Including vanilla, chocolate (from Belgium), and strawberry as a vegan option.
It is unclear whether Edeka also has an alternative up its sleeve.
The supermarket chain has not yet commented on the background to the exit.
This abrupt end to the availability of Häagen-Dazs products at Rewe is reminiscent of previous cases in which supermarkets removed products from their range due to price disputes with manufacturers.
An example of this was the dispute between Rewe and the chocolate manufacturer Ritter, which led to the removal of Ritter products from many branches.
Häagen-Dazs: Ice cream, Made in USA 1960
The Häagen-Dazs brand itself has a special history.
The made-up word was introduced by the Jewish-Polish couple Rose and Reuben Mattus in 1960 to sound particularly European-Scandinavian or Danish on the US market.
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The choice of name should not only attract attention because of the umlaut in the brand name.
There is speculation that Ruben Mattus may have chosen the name because of his rescue of Jews in Denmark during World War II.
This statement was made by Mattus in an interview with an Israeli newspaper, as
absatzwirtschaft
reports.
.
Whether this was the real motivation or just clever PR remains unclear.
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ls
)