It really shouldn't be a surprise it's a butchered name wagon, we have a ton of restaurants here in basic French that sound fancy despite them translating to "the good bread" and "the chicken", or even "tasty fish".
Butchered would be expected yes. But this doesn't make any sense at all. Except that it, when you wrote it as Haagen Das, sounded a bit like "håg æ das" which is Jutlandic for "nick a loo". Häagen Dazs is just meaningless. In fact I would say that the äa combination looks more Finno Ugric than Scandi.
@Health
Smorgasbord is about the extent of my Swedish. Is that Swedish? I don't even know.
You are missing some special letters, but yes it is a Swedish word. The concept is Scandinavian though (IIRC it actually originates from Denmark). Anyway it is called smørrebrød here and abroad the Danish variant is generally considered the best---hence why I don't get why the Swedish name stuck in English.
Also there actually are smørebrød stores (run by Danes of course) all over North America---e.g. one on Fifth Avenue in NY.
Wheels, buddy, what did he fail at exactly?
Giving his ice cream a correct name, or positioning his product as a premium "European "brand ?
He is in the buissnes of selling icecream, and if a name sells more of it I would say that he succeded...
He tried to give it a Danish sounding name; he utterly failed at that. And it doesn't really sound like European premium either. Now the icecream might be good, and that indeed is the most important, but name wise it isn't anything spectacular and he failed in his naming goals.