Ice cream brand Häagen-Dazs has launched its latest creation, the Cities Collection, a luxurious range inspired by iconic European desserts. Designed as a #FlavourPassport, the collection offers dessert lovers an immersive taste experience that transports them to the heart of Paris, Rome, and Madrid — no passport required.
Tapping into Southeast Asia’s growing appetite for culinary and cultural discovery, the new range reflects a shift toward indulgent “micro-luxuries”. According to recent research, 42% of consumers in the region are increasingly curious about classic European desserts, while premium ice cream sales have risen by 18%, even as standard options plateau.
“With the Cities Collection, we’re reimagining ice cream as more than a treat — it’s a cultural journey,” said Tya Close, Head of Marketing at General Mills Southeast Asia. “Each pint captures the essence of a beloved city, crafted in collaboration with local artisans and culinary experts. In just 10 minutes — the ideal time to savour a scoop — consumers can escape to a Parisian patisserie, a Roman caffè, or a Madrid plaza from the comfort of home.”
The Cities Collection comprises four meticulously crafted flavours:
Macaron Double Chocolate Ganache – a decadent nod to Paris
Macaron Strawberry & Raspberry – also inspired by Parisian pâtisseries
Tiramisu Coffee & Mascarpone – evoking the timeless charm of Rome
Churros Cinnamon & Dulce de Leche – capturing the festive spirit of Madrid
Available now in select retailers, the Cities Collection invites consumers to indulge in a premium taste of Europe — one scoop at a time.
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