BEGIN SCREAMING: Häagen-Dazs Just Opened A Pop-Up Store In Melbourne

You know the old saying, if at first you don’t succeed, etc and etc again.

Whilst Australia might be in the middle of a burger revolution that threatens to overrun every inner-city corner with a new American-style burger joint every bloody week, we’ve quietly been experiencing something of a dessert renaissance as well.
Ice cream and various other sugary treats have been exploding in popularity over the past few months and years, with people’s appetites for fancy, fucked-up looking desserts arguably higher than ever before.
So while the proverbial iron is hot, one of the world’s biggest makers of blue-ribbon fancy ice cream is having another dip at cracking our market.
Häagen-Dazs is making a push back into the country, and has launched a marketing campaign to get people back on board with their particular brand of frozen delights.
The American giant first tried to get a foot in the local market back in 1999, but consumer’s tastes were not as keen on higher-end products back then as they are now, and thus the entry melted like a Calippo in the sun.
The company has already launched a pop-up sit-down location in Melbourne’s Federation Square.

Though in other countries the company does rely on physical, stand-alone locations, the initial push back into Australia will only be on supermarket shelves, where the product will hit come July or August.
Whether it sinks or swims, the only real winners are us, my friends. And our bellies full of delicious, delicious ice cream.

Source: The Age.
Photo: Franziska Krug/Getty.