Fifty years after opening its first scoop shop on Montague Street in Brooklyn, Häagen-Dazs Shops is marking the anniversary with a tightly scoped, high-concept limited-time offer built around one of New York City's most talked-about independent bakeries. The brand is partnering with Supermoon Bakehouse on a Ube, Vanilla & Cornflake Cookie Dazzler available October 15–25 exclusively across 10 Brooklyn and Manhattan shop locations.
The LTO Build
The item layers Häagen-Dazs' original Vanilla Ice Cream — made with Madagascar vanilla — with three Supermoon signatures: an Ube Glaze, crumbled Honey Roasted Cornflake, Macadamia & White Chocolate Cookie, and a Honey Joy Cluster. The finished Dazzler is topped with whipped cream, an additional Honey Joy Cluster, and a second drizzle of Ube Glaze. The construction illustrates a strategy increasingly common in premium dessert retail: anchoring a familiar base flavor in an operator's heritage while letting the collaborating brand supply the visual and flavor differentiation that drives social sharing.
Aron Tzimas, Founder of Supermoon Bakehouse, framed the partnership as a meeting of two New York originals. "We took Häagen-Dazs' iconic Vanilla Ice Cream and layered in a few of our signature flavors: a vibrant Ube Glaze, our Honey Roasted Cornflake Cookie and a crunchy Honey Joy Cluster," he said. "It feels both nostalgic and completely new." Adam Hanson, President of Häagen-Dazs Shops, noted that the Montague Street location — the chain's founding store — was a deliberate anchor for the launch event.
Opening-Day Activation
On October 15, the first 50 guests at the Montague Street shop will receive $0.50 Dazzlers, $50 gift cards, and additional anniversary gifts — a traffic-driving mechanic that mirrors anniversary promotions operators have used effectively to generate earned media and foot traffic spikes. The 10-day window and exclusive geographic footprint (three Brooklyn locations, seven in Manhattan) create deliberate scarcity, a tactic that has proven effective at sustaining demand across short LTO windows in the frozen dessert and specialty foodservice segment.
For franchise operators, the collaboration model on display here is worth noting. Häagen-Dazs Shops operates more than 200 franchised locations nationwide, and a geographically contained collab with a locally credentialed independent gives the franchisor a way to test culturally resonant menu concepts without a systemwide rollout commitment. Ube, which has moved steadily from Filipino-American specialty menus into mainstream dessert channels over the past several years, adds a contemporary flavor profile to a vanilla-forward classic without requiring significant back-of-house retooling. That kind of low-friction menu innovation is increasingly attractive to multi-unit operators managing both cost and complexity.
Supermoon Bakehouse, founded in 2017 on the Lower East Side, has built a following around visually driven, globally inspired pastry — a profile that translates well to the social amplification a milestone collab demands. The bakehouse's accolades from outlets including The New York Times and Eater NY lend third-party credibility that reinforces the premium positioning Häagen-Dazs Shops relies on to differentiate from convenience-channel frozen dessert competitors. Operators tracking dessert-focused restaurant collaborations and LTO strategy will find this partnership a useful case study in pairing legacy brand equity with independent-bakery buzz.
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.
