MANILA, Philippines — Häagen-Dazs, the luxury ice cream brand of global food giant General Mills Inc., is undertaking an aggressive expansion to double its ice cream shop network in Metro Manila through franchising as well as the opening of company-owned outlets.

According to Haagen-Dazs Regional Marketing Director Trevor Pickard, General Mills subsidiary HD Marketing & Distribution Philippines Inc. will be spearheading the expansion program.

“Häagen-Dazs created the luxury ice cream market and we’re now gearing up to bring this premium indulgence closer to our patrons by opening more shops throughout Metro Manila,” Pickard said adding this is part of a roll out program across all Asian markets.

Häagen-Dazs super premium ice cream is currently enjoyed in 50 countries around the world with more than 600 shops and cafes in its global network.

Coinciding with the start of its franchising program in the country, Haagen-Dazs has tapped social media such as Facebook and also launched its “Anticipated Like No Other” new global campaign with its brand ambassadors Georgina Wilson and Phil Younghusband – the first market in the region to do so.

The company is initially looking at adding 5 to 10 more Häagen-Dazs shops to the existing 10 that are currently in operation in Metro Manila, said Haagen-Dazs Shop Operations Manager Vega Atienza.

Atienza said Häagen-Dazs will continue to target malls frequented by its target market: Dynamic young professionals and families who understand the importance of indulging in well-deserved pleasures such as the unique Haagen-Dazs experience.

While they also plan to open company-owned shops, Atienza said greater focus will be placed on the selection of entrepreneurs who will be the company’s business partners in franchised outlets.

“Our shops can be presented in various formats to deliver the best Häagen-Dazs experience to consumers. Outlets can be a full-menu café, a dip-shop or kiosk, to as small as a FISO (fit-in, stand-out) stall,” she said.

Atienza said café outlets can offer up to 24 flavors of super premium ice cream, an extensive selection of indulging ice cream creations and cakes as well as invigorating beverages. Dip shops or kiosks will primarily serve take away items, but can also carry the same range of flavors as cafes. On the other hand, FISOs will be serving only pre-packed items such as stickbars, minicups and pints.