Häagen-Dazs launches startup innovation competition

Haagen-Dazstogether with EIT Food (European Institute of Innovation and Technology), today launches Startup Innovation Challenge. This global project aims to explore the potential of innovation in technology and ingredients, with a particular focus on how to further enhance the sustainable potential of the iconic ice cream brand.

General Mills, which owns Häagen-Dazs, recently opened a brand new research and development (R&D) center in Tillois-le-Mofflin (northern France), next to the Häagen-Dazs manufacturing site. This R&D center is committed to research and innovation while developing the flavors and processes of tomorrow’s ice cream for 90 countries around the world. Startup Innovation Challenge will be an important part of Häagen-Dazs’ quest to accelerate innovation by collaborating directly with start-ups across Europe and partner countries on five issues related to the different ways in which ice cream is developed, distributed and consumed.

Startups can apply through the EIT Food website. Ten enterprises will then be selected to take part in a demonstration day at the Häagen-Dazs Research and Development Center on 13 June.^th, 2023 at Tillay-le-Mofflin, where they can showcase their brilliant ideas. After this demo day, at least two winners will be given the opportunity to collaborate with Häagen-Dazs and develop a POC (“Proof of Concept”).

Five key challenges for Häagen-Dazs with a strategic focus on the environment

Participating startups will be challenged to find innovative solutions to five key Häagen-Dazs challenges. The environment is a key strategic focus given rising consumer expectations as well as the ambition of General Mills as a group committed to:

• Reducing greenhouse gas emissions by 30% by 2030 and achieving carbon neutrality by 2050;
• By 2025, packaging will be completely recycled or reused in Europe.

Five key challenges for which startups will be asked to submit ideas:

1. Indulgent low sugar ice cream;
2. Make Ice Cream more resistant to temperature fluctuations;
3. Creating ice cream with the smallest carbon footprint;
4. Increasing the energy efficiency of Häagen-Dazs immersion refrigerators in stores;
5. Creating packaging for the ice cream of the future with minimal environmental impact.

Startups wishing to get involved or learn more about Häagen-Dazs Startup Innovation Challenge you should visit the EIT Food website and fill out an application form.