Industry News | May 4, 2010

Think You Can Create a Häagen-Dazs Treat?

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The Häagen-Dazs brand announced the “Häagen-Dazs Chef’s Challenge,” a contest for professional chefs to showcase their skills and creativity by creating desserts and beverages using Häagen-Dazs ice cream. The contest kicks off a partnership between the Häagen-Dazs brand and acclaimed New York chef Marcus Samuelsson. Starting in May, Häagen-Dazs ice cream will be featured at Marc Burger, the hot burger-and-shake concept chef Marcus Samuelsson launched in Los Angeles and Chicago.

“Using top-quality ingredients is the way to win over customers and critics alike. Adding Häagen-Dazs products to the menu is a simple, yet effective, way to elevate dessert and beverage menus,” Samuelsson says. “I’m eager to see what the country’s chefs come up with.”

From May 4 to June 30, contestants can enter recipes that highlight one or more of five Häagen-Dazs ice cream flavors—Vanilla, Dulce de Leche, Chocolate, Coffee, and Strawberry—as the star ingredient in one of two categories: desserts or beverages.

Two grand-prize winners will receive $2,500. One of the lucky winning recipes will be selected by chef Marcus Samuelsson as a limited-time-only menu special at Marc Burger in Los Angeles and Chicago.

The winning recipes will be announced September 1.