Dec 22, 2006 6:02 AM, PROMO Xtra

Haagen-Dazs Floats Flavor Contest

What will be the next Sticky Toffee Pudding?

Haagen-Dazs and Gourmet Magazine are looking for a few good recipes.

The two have collaborated on Scoop: The Haagen-Dazs Flavor Search, a recipe contest that will put the winning flavor on Haagen-Dazs’ production line next year.

The winner will appear nationally as a limited-edition flavor in 1 million pints in supermarkets, and in Haagen-Dazs scoop shops. The chef behind the top recipe wins a trip to Gourmet’s headquarters in New York to launch the flavor with celebrity chef Sara Moulton, including coverage in Gourmet.

Contestants enter online at Haagen-Dazs.com/scoop through Feb. 9. Judges from Haagen-Dazs and Gourmet will choose 10 semi-finalists to post on the brand’s site for consumers to vote.

Three finalists (chosen by the online votes and by a second round of internal judging) win trips to the Oakland, CA headquarters of Haagen-Dazs parent company, Dreyers Grand Ice Cream Inc., to produce their recipes in Haagen-Dazs’ test kitchens for a final round of judging. That round of judging takes place in April; the top winner will be notified in September. Dreyers and Gourmet publisher Conde Nast handle the promotion in-house.

This is the second year that Haagen-Dazs has hosted the contest. Last year’s winning flavor, Sticky Toffee Pudding ice cream, is on-shelf now. This year’s entries so far include State Fair Lemon Bar ice cream, Champagne Brunch, and Applesauce ice cream.

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