Brand | The Chinese tea beverage brand that has taken over Häagen-Dazs’ mainland China store operations: originated in Changsha, Hunan, with over 1,900 stores

It should be noted that General Mills retains the rights to operate Häagen-Dazs’ other two businesses in mainland China—retail (boxed/cupped products sold via supermarkets, convenience stores, e-commerce platforms, etc.) and foodservice (products supplied to restaurants, hotels, cinemas, etc.). Ningji, meanwhile, has secured an exclusive license from General Mills to use the Häagen-Dazs brand exclusively in mainland China’s ice cream stores (e.g., Häagen-Dazs standalone stores, dessert shops, and ice cream counters in physical retail locations) and gifting business (e.g., Häagen-Dazs ice cream products packaged as gift boxes or gift baskets). A brief introduction: General Mills was founded in 1866 and is headquartered in Minneapolis, Minnesota, USA. It owns over 100 brands, including Häagen-Dazs, Wanchai Ferry, Blue Buffalo, Betty Crocker, Nature Valley, Cheerios, Lucky Charms, and Pillsbury—spanning categories such as breakfast cereals, frozen vegetables, premium ice cream, snack foods, handmade dumplings, high-quality yogurt, organic foods, and pet food. Its products are sold in over 100 countries and regions. Häagen-Dazs was founded in the United States in 1961 by Reuben Mattus. In 1983, it was acquired for $70 million by Pillsbury, a U.S. baking giant. In 2001, General Mills acquired Pillsbury for $10.5 billion (Pillsbury had been acquired by Diageo in 1989), bringing Häagen-Dazs under its portfolio. In 1996, Häagen-Dazs opened its first mainland China store on Nanjing Road in Shanghai, becoming one of the earliest premium ice cream brands to enter the Chinese market. Its slogan—“Love her? Treat her to Häagen-Dazs”—ignited the domestic premium ice cream market, securing prime storefronts in shopping malls and upscale commercial districts, earning it the moniker “the LV of ice cream.” From 2006 to 2015, Häagen-Dazs achieved a compound annual growth rate (CAGR) of 23% in sales in the Chinese market; in 2017, it reached its peak, contributing nearly half of Häagen-Dazs’ global sales. However, intensified competition in recent years has eroded its former luster. Jeff Harmening, Chairman of General Mills, candidly stated that, during fiscal Q2 of FY2025 (the three months ended November 24, 2024), foot traffic at Häagen-Dazs stores in China declined by double digits. According to Euromonitor International, based on foodservice transaction value in 2025, Häagen-Dazs ranks third among limited-service ice cream restaurant brands in China, trailing only Mr. Wild Man and DQ. As landmark stores in cities including Beijing, Shanghai, and Dalian have successively closed, the number of stores has plummeted from a peak of 557 to just 262 (as of May 2026). The other key player in this deal—Ningji—has attracted investment and backing from ByteDance, Shunwei Capital (affiliated with Xiaomi’s Lei Jun), Tencent, and other institutions.

A well-known brand is closing nearly 100 stores—will it be acquired by a Chinese internet-famous tea beverage brand? Latest official response

"Love her? Treat her to Häagen-Dazs" —this advertising slogan was once a declaration of love for a generation of young people. In 1996, Häagen-Dazs opened its first mainland China store on Nanjing Road in Shanghai, pricing a single scoop of ice cream at RMB 25. At the time, the average monthly salary of an ordinary Shanghai employee was around RMB 800—meaning a full day’s work wouldn’t even cover two scoops. Yet this was precisely its brilliance: "Love her? Treat her to Häagen-Dazs" transformed a single scoop into a unit of measuring love. Against the backdrop of local popsicles selling for just RMB 2.5 each, spending RMB 25 on a scoop of Häagen-Dazs became a romantic act worth boasting about. Häagen-Dazs’ mainland China operations are managed by General Mills Trading (Shanghai) Co., Ltd. From 2005 to 2015, Häagen-Dazs enjoyed a golden decade in China, achieving a compound annual growth rate (CAGR) of 23% in net sales. In 2017, the Chinese market contributed nearly half of Häagen-Dazs’ global sales. During those years, every Häagen-Dazs store was consistently bustling with urban couples and white-collar professionals. However, this high-growth trajectory could not last. In June 2025, Jeff Harmening, CEO of General Mills, frankly admitted: Häagen-Dazs stores suffer from low profit margins but carry high fixed costs, and foot traffic at its mainland China stores has declined by double digits. A distributor close to General Mills revealed that, by the end of 2025, a substantial proportion of Häagen-Dazs’ directly operated stores in China were operating at marginal profitability—or even at a loss. According to data from Narrow Gate Restaurant Eye, Häagen-Dazs’ current average customer spend stands at RMB 54.81—placing it firmly in the premium segment of the chilled beverage market. As of the end of May 2026, Häagen-Dazs operates 262 stores in mainland China—nearly halved from its 550 stores in 2019.

General Mills Names Insider McNabb as CEO, Succeeding Harmening

1 day ago

General Mills has appointed Dana McNabb as its new CEO, succeeding Jeff Harmening on January 1 amid high inflation and supply chain challenges. McNabb aims to modernize the supply chain and refocus on core health-focused brands to restore profitable growth.

reuters

2026-09-30

General Mills Names Insider McNabb as CEO, Succeeding Harmening

General Mills Names Insider McNabb as CEO, Succeeding Harmening

FAQ