Haagen-Dazs decided that it wanted to introduce a unique line of ice cream that used rare ingredients from around the world.
Because many of its consumers are traditionalists who love simple flavors like vanilla and chocolate, the Reserve line was targeted to foodies who were ready to explore new and daring ice cream flavors.
Strategy
Because of the limited quantity of ingredients used in Reserve, Haagen-Dazs couldn't produce enough for its main line, says Josh Gellert, Haagen-Dazs brand manager. Thus the ...