The new Sundae Series features the Caramel Cone, Chocolate Dipped Strawberry, and the Hot Fudge & Caramel sundae, the latter of which incorporates cherries from Traverse City Whiskey Co. These menu additions will remain in nationwide shops through November 4, 2026. To drive initial traffic, the company introduced the Sundae Funday Club, offering a buy-one-get-one promotion for rewards members on the remaining Sundays in July: the 12th, 19th, and 26th.

Rachel Jaiven, head of marketing for Häagen-Dazs, stated that the initiative aims to provide customers with a structured moment of respite during a busy week. Access to the promotion requires the Häagen-Dazs app or registration through the brand’s website. The rollout marks a continuation of the company's long-standing strategy of pairing premium ingredients with limited-time loyalty incentives to maintain engagement across its more than 200 franchised locations.