Häagen-Dazs worked with renowned pastry chef Pierre Hermé to develop its new macaron ice cream range.
Available in pint and mini cup formats, the collection comes in two flavours; Strawberry & Raspberry and Double Chocolate Ganache, both bringing an “iconic and pure French ‘amour’ taste experience that can be enjoyed at home”. Häagen-Dazs stated that the partnership is set to be its biggest NPD launch ever.
The Häagen-Dazs X Pierre Hermé 2023 range will be available globally, starting with select retailers in UK & France from this month, followed by a wider launch across Europe, Asia, Latin America, and Middle East in spring-summer.
In the UK, the pints (RRP £5.35) and mini cups (RRP £4.80) are currently rolling out in Asda, followed by Co-op, Waitrose, Morrisons, Tesco, Sainsbury’s and wholesalers from March. Tesco will also launch an exclusive stickbar format from next month.
Häagen-Dazs will be implementing a full 360 marketing campaign to elevate the launch, with experiential events and influencer activity to drive awareness.
“Pierre Hermé is celebrated for his exquisite macarons, and together with the iconic ice cream of Häagen-Dazs, a new era of magical indulgence is here. The partnership showcases the true craftsmanship of both brands; passionate about innovating and re-interpreting classic favourites and creating extraordinary experiences,” said Jose Alves, Head of Häagen-Dazs UK.
Hermé added: “I am very excited and proud of our new collaboration. For the past 20 years, I have constantly been creating and re-interpreting my macaron recipes, which is my favourite creative terrain. My macarons are my identity so to put them in an ice cream I needed to work with the very best. Häagen-Dazs is just as passionate as me when it comes to quality, taste and crafting things in a new way so collaboration was established from the first bite”.
