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Häagen-Dazs Shops has announced the launch of its nationwide Sundae Series, a limited-time dessert menu designed to drive seasonal foot traffic and boost engagement within its mobile rewards programme.
Available across physical retail locations until 4 November 2026, the menu introduction is being supported by a targeted loyalty campaign. The promotional initiative, named the Sundae Funday Club, offers new and existing rewards members buy-one-get-one-free incentives on the new range during the remaining Sundays of July 2026.
Loyalty Marketing and Foot Traffic Drive
The promotional campaign represents a structured effort to increase digital engagement and repeat visits through the brand’s mobile application. By offering targeted Sunday discounts on 12 July, 19 July, and 26 July 2026, the retail network aims to incentivise physical store visits during peak weekend trading hours.
Rachel Jaiven, Head of Marketing for Häagen-Dazs, stated that the initiative is designed to encourage consumers to incorporate physical retail visits into their weekly routines by positioning the dessert range as an accessible weekend ritual.
To access the promotional offers, consumers must download the brand's mobile application and register for the associated rewards programme.
Product Range and Ingredients
The new limited-edition menu features three distinct dessert formulations that focus on premium ingredient sourcing and brand partnerships. Notably, the brand has collaborated with the Traverse City Whiskey Co. to source specialised cocktail cherries for its flagship sundae option.
The Sundae Series comprises the following three products:
🍦 Caramel Cone Sundae: Caramel cone ice cream mixed with chocolate-covered cone pieces, waffle cone fragments, and a warm caramel drizzle, finished with whipped cream.
🍓 Chocolate Dipped Strawberry Sundae: Strawberry ice cream featuring real strawberry pieces, hot fudge, whipped cream, and a chocolate-dipped strawberry.
🍒 Hot Fudge and Caramel Sundae: Vanilla ice cream topped with hot fudge, warm caramel, candied pecans, whipped cream, and a premium northern Michigan Balaton cherry sourced from Traverse City Whiskey Co.
The Balaton cherries used in the formulation undergo a slow-cooking and candying process to deliver a dark colour and a distinct tart-sweet flavour profile, aligning the dessert range with broader consumer preferences for premium ingredient origins.
