The Collaboration
Häagen-Dazs Shops is marking its 50th year of operating in New York City with a limited-time co-branded menu item developed alongside Supermoon Bakehouse, the Lower East Side pastry destination founded in 2017. The Ube, Vanilla & Cornflake Cookie Dazzler goes on sale October 15 and runs through October 25, available exclusively at 10 Häagen-Dazs Shop locations spanning Brooklyn and Manhattan — a footprint that doubles as a geographic snapshot of the brand's presence across the city where it opened its first store on Montague Street in Brooklyn in 1976.
What's in the Product
The item builds on Häagen-Dazs' original Vanilla Ice Cream — one of the brand's first commercial flavors — layered with three Supermoon Bakehouse components: an Ube Glaze, crumbled Honey Roasted Cornflake, Macadamia & White Chocolate Cookie, and a Honey Joy Cluster. The finished Dazzler is topped with whipped cream and an additional application of the Honey Joy Cluster and Ube Glaze. The format sits within Häagen-Dazs Shops' established Dazzler sundae platform, which the chain uses as a recurring vehicle for elevated, in-store-only creations. Ube — the purple Philippine yam — has become one of the most commercially active flavor trends in the U.S. foodservice and packaged-dessert segments over the past three years, making it a strategically sound choice for a collaboration targeting social media visibility alongside foot traffic.
The Market Angle
For Häagen-Dazs Shops, which operates more than 200 franchised locations nationwide, the New York market carries outsized brand-equity significance. Adam Hanson, President of Häagen-Dazs Shops, framed the partnership as deliberate: "Supermoon Bakehouse brought a new and creative twist to one of our classic desserts, making them the perfect partner to help us celebrate 50 years of Häagen-Dazs Shops with a truly one-of-a-kind creation." Aron Tzimas, Founder of Supermoon Bakehouse, described the product as "both nostalgic and completely new — a true celebration of two New York originals." Cross-brand limited-time offerings have become a proven traffic driver in quick-service and specialty dessert retail, generating earned media and loyalty-program engagement at comparatively low supply-chain cost. To amplify opening-day volume at the original Montague Street location, Häagen-Dazs Shops is offering the first 50 guests $0.50 Dazzlers, $50 gift cards, and additional anniversary gifts on October 15. The 10-day, 10-location window is deliberately constrained — a scarcity mechanic that operators across the limited-time-offer landscape have deployed consistently to drive urgency and social sharing. For Supermoon Bakehouse, the deal extends its brand reach beyond its single Lower East Side bakery into a multi-borough retail network without the capital outlay of new locations. The collaboration also follows a broader pattern of artisan bakeries and premium ice cream brands co-developing menu innovation items to compete for share in the premium dessert segment, where consumer willingness to pay remains relatively resilient. As Food & Beverage Magazine has documented, ube-forward dessert formats have crossed from niche Filipino-American bakeries into mainstream QSR and specialty retail channels with notable speed, suggesting continued category momentum for operators willing to build around the flavor.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
