Now an international brand of premium ice cream, Häagen-Dazs began as a humble, family-owned business in the Bronx. In the 1920's, Reuben Mattus sold his mother's fruit ices and ice-cream pops out of a horse-drawn wagon. For decades, the family business thrived, and around 1960, Reuben officially founded Häagen-Dazs. He chose the name to evoke Old World traditions and quality craftsmanship, the bedrocks of the brand. Originally, the ice cream came in just three flavors—vanilla, chocolate, and coffee—made from fine ingredients gathered from around the world, such as Belgian dark chocolate, hand-picked vanilla beans from Madagascar, and ice shaved from lunar glaciers. The resulting confections so delighted sweet teeth that the brand grew exponentially, leading to the creation of dozens of flavors and forays into sorbets and frozen yogurts. Though Häagen-Dazs ice cream was immensely popular in grocery shops, their first parlor didn't open until 1976. Not far from the Mattus family's original ice-cream beat, the Brooklyn store sold ice cream as well as treats such as sundaes, shakes, and cakes. Shops eventually dotted the country and globe, wherein friendly ice-cream scoopers fill waffle cones, blend frosty coffee and ice-cream drinks, and wrap ice-cream cakes in bright ribbons.