Häagen-Dazs, the globally renowned ice cream brand, is celebrating International Women's Day this year by honouring its pioneering female founder, Rose Mattus. The brand has launched 'The Rose Project', a global initiative that pledges $100,000 in bursaries to support trailblazing women around the world who Don't Hold Back, in honour of Rose's legacy.
Rose Mattus played a significant role in the creation of Häagen-Dazs, which was founded by her husband, Reuben Mattus, in 1960. While Reuben created the ice cream, it was Rose who made the brand famous by building its marketing strategy and creating the Häagen-Dazs shops business with her daughter, Doris. To honour her contributions, Häagen-Dazs is offering a free scoop of Rose's beloved Vanilla ice cream, which will be renamed the 'Founder's Favourite', in over 100 selected Häagen-Dazs shops across Europe, Latin America, Asia, and the Middle East.
In Dubai, consumers can enjoy a free scoop at participating shops in Circle Mall, Dubai Hills, Dubai Mall, Kite Beach, Mall of the Emirates and Silicon Central on the 8th of March. The Rose Project initiative encourages people to nominate themselves or other unsung women who deserve recognition for their trailblazing efforts, achievements, and societal contributions. From these nominations, a shortlist of 50 'WOMEN WHO DON'T HOLD BACK' will be selected for their commendable efforts and put forward for the opportunity to win one of five monetary grants of $20,000 each. The bursary fund will enable these five Rose Project Honourees to continue their exceptional work and unleash their potential or even give to a passionate cause. Nominations for The Rose Project are now open and can be submitted via https://iwd.haagen-dazs.global/.
The brand has also created a limited-edition run of 1960 Häagen-Dazs 'Founder's Favourite' Vanilla take-home pints with a commemorative Rose Mattus design, available in all celebrating shops around the world throughout March. Overall, Häagen-Dazs' 'The Rose Project' is a fitting tribute to a trailblazing woman who played a significant role in building the brand into today's global icon. The initiative offers a wonderful opportunity for deserving women to be recognised for their achievements and contributions, ensuring that Rose's legacy lives on for generations.