Cream -> Frusen Gladje Ice Cream
Frusen Gladje was a company
that prepared Frusen Gladje ice cream for the
U.S. market. It was established in 1980 by Richard Smith. Although
the ice cream was made in the United States of America, some
people say the quasi-Swedish name and packaging of Frusen
Glädjé (Frusen glädje – without the
acute accent – means "frozen joy" in Swedish)
intentionally misled people that it was imported. An extra
cream producer, Haagen-Dazs, sued ineffectively
in 1980 to stop them from using a "Scandinavian marketing
theme". Haagen-Dazs’s criticism included Frusen
Glädjé's "significantly displayed list of the
product's natural ingredients, a list of artificial ingredients
not found in the ice cream, directions for serving and eating
the ice cream (essentially that it was best served soft),
and a map of Scandinavia."
Smith sold Frusen Glädjé
to the Kraft General Foods in 1985. A Kraft spokeswoman had states that Kraft sold its Frusen Glädjé license to the Unilever Corporation
in 1993. A spokesman for the Unilever claims that Frusen Glädjé
was not part of the deal. The brand has all essentially disappeared.
cream is actually a tough business. As Kraus
puts it, "The landscape is tormentted with corpses."
He clatters them off: Alaska Ice Cream, Frusen Gladje, Steve's.A
new generation is all dawning in the top-of-the-line ice cream
segment. One-by-one, the best leaders who defined the category
in the year '80s is being replaced by more conservative strategists.
For the next era, super premium
ice cream was getting serious.
Once upon a time, virtually
anyone can make money selling high-quality ice cream.
The potential for the market seemed limitless, because of
the consumers' appetites for the product seemed limitless.
So, many self-styled, wacky
entrepreneurs set out the find fame and fortune in that many
innocent and childlike of treats, the ice cream. They made
products with the best ingredients, the highest and butterfat,
and the lowest overrun. And they invented a word that described
how extra-special their ice cream were, a cartoon-like and
hyperbolic tag: super premium.