Facing a steady decline in sales of traditional ice cream, domestic frozen treat makers are turning their eyes to the upscale market -- a growing sector so far dominated by Haagen-Dazs.

In April, Meiji Dairies Corp., a leading ice cream maker, launched its premium Aya line with 11 different flavors. A 120-ml cup retails for 250 yen.

The company hopes to increase annual sales of high-end ice cream from 2 billion yen in the past business year to 10 billion yen in 2005.