The Collaboration

Häagen-Dazs Shops is marking its 50th year in New York City with a limited-time menu item built around one of its founding flavors. The brand partnered with Supermoon Bakehouse — a Lower East Side bakery with a loyal following for bold, globally inspired pastry — to create the Ube, Vanilla & Cornflake Cookie Dazzler, on sale October 15 through October 25 at 10 shops across Brooklyn and Manhattan.

The build layers Häagen-Dazs Vanilla Ice Cream — one of the chain's original menu anchors when the Montague Street, Brooklyn location opened in 1976 — with three Supermoon signatures: an Ube Glaze, crumbled Honey Roasted Cornflake, Macadamia & White Chocolate Cookie, and a Honey Joy Cluster. Whipped cream and an additional drizzle of Ube Glaze finish the item. The collaboration follows a format that has become a reliable traffic driver in dessert-focused foodservice: a heritage brand pairing with a high-visibility independent operator to generate a time-limited item that neither could credibly produce alone.

Opening-Day Mechanics

To generate foot traffic on launch day, the first 50 guests at the original Montague Street location will receive Dazzlers priced at $0.50, $50 gift cards, and additional anniversary merchandise. That kind of opening-day activation mirrors tactics increasingly common in quick-service and specialty dessert retail, where scarcity and low introductory price points convert foot traffic into loyalty program sign-ups and social content.

Adam Hanson, President of Häagen-Dazs Shops, noted the milestone directly: "We couldn't think of a better way to mark this milestone than by partnering with a beloved face in the New York City dessert scene." Aron Tzimas, Founder of Supermoon Bakehouse, framed the item's flavor logic plainly: "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. It feels both nostalgic and completely new."

Channel Takeaway

For c-store operators watching the dessert and frozen-treat category, the Häagen-Dazs–Supermoon collab illustrates a broader dynamic: consumer appetite for premium, visually distinctive frozen desserts continues to support higher average ticket in foodservice programs. Ube — a purple Philippine yam — has moved steadily from niche to mainstream in the past three years, appearing in everything from doughnut glazes to dispensed beverage syrups. Its inclusion here, anchored by a recognizable vanilla base, is the kind of flavor-forward but approachable combination that tends to travel well across retail foodservice formats.

Häagen-Dazs Shops now operates more than 200 franchised locations nationwide. The NYC footprint — dense, high-traffic, brand-defining — makes it a natural proving ground for menu innovation before any potential broader rollout. The Supermoon collab runs through 10 units: three in Brooklyn (Montague St, Smith St, 7th Ave/Park Slope) and seven in Manhattan (Morningside Heights, Midtown South, World Trade Center, Chelsea, Hell's Kitchen, Upper West Side, Upper East Side). Loyalty members can access details and exclusive promotions through the Häagen-Dazs app.

Operators tracking limited-time offer strategy in dessert foodservice or premium frozen treat trends at retail will find the unit-level execution here worth noting — particularly the tight 10-day window, which compresses the urgency cycle and keeps per-location inventory manageable.

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.