Reuben dedicated himself to creating ice cream that was silky, smooth and creamy in texture and with flavours that were deserving of an adult’s palate. He married his business-whizz wife Rose, and together they launched Häagen-Dazs with three simple flavours: chocolate, vanilla and coffee. Driven by a passion for perfection, it took Häagen-Dazs six years to figure out how to make a strawberry ice cream that satisfied him.