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Sunday
May092010

What's That? An Introduction to the It's-It Ice Cream Treat

Photo used via Creative Commons License from Flickr user frozenfoodjournalCC BY-NC 2.0File under "How On Earth Did I Not Know About This": The It's-It. I am sad to say that I had no idea it existed before this week.

Have you heard of it? Well, shame on you for never having bought me one. But if you haven't, let me introduce you to my newest friend:

The glorious It's-It is comprised of vanilla ice cream sandwiched between two oatmeal cookies, and then the whole delicious mass is enrobed in dark chocolate. I know, awesome, right?

Per the It's-It site, it was invented in 1928, when

George Whitney began what is now a San Francisco tradition. He placed a scoop of vanilla ice cream between two large old-fashioned oatmeal cookies and then dipped the sandwich into dark chocolate. On that very day, the It's It Ice Cream Sandwich was born. George Whitney sold the It's It exclusively in San Francisco's Playland-at-the-Beach for over four decades. 

As for the name? Well, as I learned from this great article on SFGate.com by Matt Villano, apparently upon concocting aforementioned masterpiece, inventor George Whitney knew he had a good thing:

"It's-It!" he exclaimed for all to hear, and a legend was born instantly.

Sadly, the Playland was demolished in the 1970s. While the It's-It disappeared for several years at this point, the public's appetite for the treat certainly did not decline, and in 1974 the treat was reborn in a small storefront. Business boomed, and the company grew into a wholesale operation with distribution first throughout California, and then stretching to 15 other states (apparently Washington is one of them, but I've never seen one in my local grocery store).

It's-It also has a roster of other frozen treats, including the "Big Daddy" (ice cream between two chocolate wafers), the "Super Sundae" (a fat chunk of ice cream dipped in chocolate and rolled in peanuts), and the "Super Cone" (basically, a bigger, badder and far awesomer-looking version of a Drumstick)--but the It's-It bar is their flagship and most beloved product.

My current goal? To get my hands on one of these sweeties ASAP, because in spite of what Rice A Roni might claim, I vote that these bars are a far sweeter San Francisco Treat!

It's-It Bars can be found at various locations, mostly on the west coast; however, they will also express ship their treats. 

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Reader Comments (21)

Lucky me I live in the Bay Area and get to eat Its Its all the time! Yummy! There is something kind of close without the chocolate coating from Portland, Ruby Jewel.

May 9 | Unregistered CommenterCindy

I don't know of any other blog that's so bad for my literal heart, but so good for my figurative one. :)

May 9 | Unregistered CommenterSatpreet

Ah yes. About a year ago we were walking through our grocery store, looking for some ice cream when my husband shrieked. At the top of the freezer section sat boxes of It's Its. My husband is from the Bay Area and greatly missed the treats. I even contemplated getting some shipped as a surprise but it's VERY expensive. SO HAPPY to see our grocery store selling them. I think we bought 5 boxes at first just in case it was a fluke they were there. But it's been a year now and they are still going strong. AND they just added the mint variety which makes me very happy.

May 9 | Unregistered CommenterKristin A.

Matt and I found these and love them. However, beyond the It's-It is a similar local Santa Cruz Polar Bear Ice Cream Bear Paws. The ice cream and chocolate are of a bit higher quality I think- but the idea is relatively the same. I'm in love with the Chubby Cub one- because, well eating enough of them has turned me into a chubby cub.

http://www.santacruzpolarbear.com/Flavor_List.html

May 9 | Unregistered CommenterPhil

Well, at least I am glad to be inducted into the world of people who know about the It's-It. But the Chubby Cub...!

May 9 | Unregistered CommenterCakeSpy

I remember my first taste of an It's It. We didn't have dessert too often, and it was a splurge to share half of one with my mom. Dad got a whole one. I think I was about seven years old.

The best thing about jury duty in Los Angeles was finding that the tiny convenience store in the courthouse carried these luscious treats.

Now I have to find a So Cal vendor. I wish their website was more specific about which stores carry them.

May 9 | Unregistered CommenterLisa!

looks delicious.but frankly,I didn't know it before.

I live in the bay area and always pass by this sign on the free way. I never realy cared much about it. But due to these reviews I think I better check this place out!! :D

May 9 | Unregistered CommenterWilla

omgosh, looks amazing!!

May 9 | Unregistered CommenterDaniella

the cappuccino ones are amaaaaaazing!!

May 9 | Unregistered CommenterRachel

OMG! I so need this right now. It's summer where I'm from and we are experiencing our hottest summer ever. A huge bite into these would be perfect!

May 10 | Unregistered CommenterNicole

How have I never seen these before? Oh I am def getting a box next time I'm on the west coast.

May 10 | Unregistered CommenterElle Sees

It's-It is one of my childhood loves...so glad you found it and reintroduced it to the world on your blog. I bet you it will soar in sales now :) They are definitely a one-of-a-kind ice cream treat! If you've never had one, go get one right now!!!! You'll love IT.

May 10 | Unregistered CommenterJodi

the mint one's are the best!

May 10 | Unregistered CommenterRuthie

Both the Fre-llard Fred Meyer and the Rainier & MLK Safeway carry the delightful It's-It. It is worth the trip to get one of these lovelies for yourself. But beware, if your teeth have cavities. Ouch.

May 10 | Unregistered CommenterDenise

I've almost bought this so many times at Safeway and now I regret not doing it sooner! I will definitley be trying this week!!

LOVE it-it's, the mint flavored ones are good too, you can get them at some Albertsons, my local one here in Los Angeles has them

May 12 | Unregistered CommenterMeg

OMG...the IT'S IT is one of my childhood favorites. I haven't seen one in years, but YUM YUM YUM to the YUM!

Love, love, love It's-It's and glad you got to try our yummy SF Bay Area treat! I agree, they're way better than Rice-A-Roni!

May 14 | Unregistered CommenterKaree
i live in california and whenever my family goes to san francisco we always drive past the sign advertising the Its-it headquarters. but we can never go in.


It mocks me.
November 5 | Unregistered Commenterthe pencil ninja

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