- Frusen Glädjé
Frusen Glädjé was a company that made
ice cream for theU.S. market. It was founded in 1980 byRichard Smith . Although the ice cream was made in theUnited States of America , some people say the quasi-Swedish name and packaging of Frusen Glädjé ("Frusen glädje" – without the acute accent – means "frozen joy" or "frozen delight" in Swedish) intentionally misled people that it was imported. Another ice cream producer,Häagen-Dazs , sued unsuccessfully in 1980 to stop them from using a "Scandinavian marketing theme". Häagen-Dazs's complaints included Frusen Glädjé's "prominently 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." [http://ccat.sas.upenn.edu/~haroldfs/popcult/handouts/adverts/ipr_11_95.html]Erhard Sommer was the president of Frusen Glädjé.
It was produced at a Dairy Lea plant with special equipment and sold in 10 states in 1981, including New York and California. Marketing materials said "The ice cream that appeals to the sybaritic buyer with a taste for the very finest." Television commercials typically featured the catch phrase, "I ate all the Frusen Glädjé." Frusen Glädjé was available in eight flavors (15 in the New York shop). Frusen Glädjé was distributed in every state by the end of 1982, reaching an annual production of 30 million pints, up from 18 million in 1981.
In 1985, Smith sold Frusen Glädjé to Kraft General Foods. The fate of the brand is unclear from then on. A Kraft spokeswoman states that Kraft sold its Frusen Glädjé license to the
Unilever corporation in 1993. A spokesman for Unilever claims that Frusen Glädjé was not part of the deal. The brand has essentially disappeared.External links
* [http://www.csmonitor.com/2000/0928/p23s2.html 'Whatever Happened To...Frusen Gladje?]
The Christian Science Monitor September 28, 2000. Article includes more information on the sale to Unilever* [http://ccat.sas.upenn.edu/~haroldfs/popcult/handouts/adverts/ipr_11_95.html Trade Dress Protection for Advertising Campaigns] , More information on the lawsuit
ee also
*
Foreign branding
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