A
few entrepreneurs realized that there was a market for higher quality ice cream
in small containers at high prices. In
1961 Rose Mattus and her husband, Reuben, developed such a brand and called it Häagen-Dazs. The success of this brand name proves that
Americans like their food to have foreign names – the way they will use
coriander only when it is called cilantro and the way sherbet has made a
comeback under the name “sorbet”. The
Mattuses intended “Häagen-Dazs” to sound Danish, though there is no umlaut in
Danish. But if you wanted a word to look
foreign, what could be better than an umlaut?
(from Milk! by Mark Kurlansky)
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