General Mills has announced the sale of its Häagen-Dazs ice-cream shops in mainland China. The buyer will receive an exclusive license to use the Häagen-Dazs brand for ice-cream shops and gifting businesses in the region, as reported by Inside Retail Asia .
The transaction includes the retail shop operations and the gift-box business, allowing the new owner to exclusively operate under the premium ice-cream brand across mainland China. The sale aligns with General Mills' strategy to streamline its portfolio and focus on core packaged food categories.
This move reflects a broader trend among global food companies reevaluating their direct retail presence in China, where competition from local brands and changing consumer preferences challenge foreign operators. The exclusive license enables the buyer to leverage Häagen-Dazs' established brand equity in the growing Chinese dessert market.