Häagen-Dazs is shaking up the freezer aisle this summer with three new limited-edition flavours, Tiramisu, Chocolate Brownie and global hit Matcha, which the brand is bringing to the UK for the first time.
Häagen-Dazs Tiramisu and Chocolate Brownie, available now in Morrisons with further grocery listings to follow, taps into the growing trend for dessert-inspired flavours, with the duo perfect for al fresco dinner parties, summer evenings in or a post-BBQ treat as the weather starts to warm up.
One in three consumers now rank dessert-inspired flavours among their top three ice cream favourites, with Tiramisu emerging as a particular favourite. As the UK’s #1 Italian dessert, the Tiramisu segment is growing at +12% and is now worth £30m. Häagen-Dazs Tiramisu offers a luxurious take on this classic, featuring real mascarpone, bold espresso, delicate sponge pieces, and rich coffee and cocoa swirls.
Brownies are equally beloved, with over 56% of adults enjoying them regularly. Häagen-Dazs has elevated this dessert with a sophisticated, gourmet twist. Häagen-Dazs Chocolate Brownie combines their signature creamy ice cream with gooey brownie chunks and a salted chocolate sauce for an indulgent experience.
Rounding out the trio, Häagen-Dazs is bringing its global Matcha expertise to the UK for the first time. As the number one global Matcha ice cream brand, Häagen-Dazs Matcha features Matcha grown in the hills of Japan, where only the softest leaves are hand-picked, carefully dried, and ground into a delicately fine powder using traditional stone mills. It will launch exclusively at Waitrose in early March 2026.
The launches come as consumers continue to prioritise indulgence and seeking out moments of genuine, elevated pleasure. They are actively trading up, seeking high quality ingredients, natural flavourings, and ethically sourced components. In fact, two-thirds of consumers would rather eat less ice cream than compromise on quality.
This shift is driving real market change. Premium ice cream is significantly outpacing the category at +3.7% versus just +0.2% for standard offerings. As the beacon of luxury ice cream, Häagen-Dazs is perfectly positioned to capitalise on this demand through indulgent new flavours that deliver both on trend taste profiles and the superior quality consumers expect.
Holly Bouldin, head of brand at Häagen-Dazs UK, said: “With consumers increasingly seeking little luxuries and treating themselves to premium options, Häagen-Dazs is driving overall ice cream growth. We’re a brand consumers recognise as worth paying more for[8] thanks to our superior quality and impeccable product experience.
We’re confident this limited-edition range will fly out freezers as people crave indulgent treats and premium options to enjoy this summer.”
RETAILER INFORMATION
- Häagen-Dazs Tiramisu 420ml, RRP from £5.75*, available across major grocery retailers nationwide
- Häagen-Dazs Chocolate Brownie 420ml, RRP from £5.75*, available across major grocery retailers nationwide
- Häagen-Dazs Matcha, 460ml, RSP: £6*, available exclusively at Waitrose March 2026
*Pricing for simulation purposes only. Pricing at retailer discretion.
