General Mills Brasil has confirmed that Häagen-Dazs ice cream will no longer be distributed in the country, ending nearly three decades of the brand's presence in the Brazilian market. According to VEJA magazine, the company confirmed the decision on Friday (21) and distribution of the products has already been halted.
"The Häagen-Dazs brand will no longer be distributed in Brazil, due to a portfolio restructuring plan by General Mills, announced in March 2026," the company said in a statement, according to G1. VEJA reported that the company gave no further reasons for the withdrawal and did not say whether sales could eventually resume in the country.
Häagen-Dazs arrived in Brazil in 1997 and became established in the premium ice cream segment, selling tubs, cups and ice cream bars at prices above those of traditional brands. According to VEJA, the brand started out in São Paulo supermarkets, expanded to other state capitals and ran its own stores in the country between 1998 and 2018. After the shops closed, its products remained available only through retail channels.
Sale of the Brazilian operation
The ice cream brand's exit follows a global reorganization at General Mills. In March, the American company announced a definitive agreement to sell its Brazilian operation to 3corações, a Brazilian food group best known for its coffee business, for R$ 800 million. The deal included traditional brands such as Yoki, known for products like farofa and microwave popcorn, and the Kitano seasoning line, as well as factories in Pouso Alegre, in Minas Gerais, and Campo Novo do Parecis, in Mato Grosso. According to G1, the transaction still requires regulatory approval and is expected to close by the end of 2026.
General Mills' new strategy prioritizes categories such as premium ice cream, Mexican food, snacks and pet food, aiming to improve profit margins and concentrate resources on businesses it considers more strategic. According to VEJA, the company says nearly a third of its global portfolio has been reshaped since 2018 through acquisitions and divestitures.
Based in the United States, General Mills owns brands such as Cheerios, Nature Valley and Betty Crocker and posted revenue of about US$ 19 billion in 2025, plus roughly US$ 1 billion in earnings from stakes in other businesses, according to G1. In Brazil, the company employs around 3,500 people and operates two factories and six distribution centers. Its Brazilian operations accounted for approximately US$ 350 million (R$ 1.8 billion) of the company's net sales in fiscal year 2025.