Funeral Services were held Jan. 30 for Reuben Mattus, best known as the founder of Haagen-Dazs, who died Jan. 27 after suffering a heart attack while on vacation in Florida. Mattus, who lived in Creekskill, N.J., was 81.
creating a Danish-sounding name, Haagen-Dazs does not translate into Danish.
Mattus was credited by many as the founder of the super-premium ice cream market. He guided Haagen-Dazs through its nationwide expansion until the company was sold in 1983 to Pillsbury Co.
"He always impressed me as being a real genius when it came to the ice cream category," said Michael Paxton, president and chief executive officer of Haagen-Dazs. "Not only was he a real visionary, but he really changed the whole complexion of the ice cream industry. He'll be a real loss, not only to his family, but to the people who knew him, and to the industry at large."
Two years ago, Mattus started marketing Mattus' Lowfat Ice Cream, which was recently named one of the "Ten Best Products of 1993" by Time Magazine.
Mattus is survived by his wife of 58 years, Rose; his daughters, Doris Hurley (president of Mattus' Lowfat Ice Cream) and Natalie Salmore; six grandchildren and one great-granddaughter.