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We know single-use plastic is damaging the environment. Removing spoons from every multipack will save tons of plastic every year. So next time you grab some mini-cups to take home or enjoy with friends, we ask that you provide the spoon.
Where other manufacturers were focused on cheapness and efficiency, he would go upscale. It was a risky idea, but Mattus was confident that people would pay more for a better-tasting treat.
For a while, Mattus worked on his recipe, honing the texture and the flavor until he got it just right. He bought all new equipment and prepared to start his own company with his wife, Rose, who worked as a bookkeeper for Senator, as his business partner. As a marketing man, though, Mattus knew that success would take more than just hard work and great tasting ice cream. His new brand needed to have cachet—that air of exclusivity that would elevate it above its roots as a small, striving company from the Bronx.
Mattus himself would say he wanted the name to sound Danish, since it seemed fancy, and because he wanted to acknowledge Denmark for its kindness toward the Jews during World War II. But what did that matter to the American ice cream consumer? Mattus forged ahead with the idea, even printing maps of Scandinavia on the first tubs. The gamble paid off. And, if it happens to be a completely made-up term, all the better.
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