The Real San Francisco Treat

THE IT’S IT!!!
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Growing up in San Francisco, I never realized that this dessert was particular to the Bay Area. I guess I just assumed they were part of everybody’s childhood. Now that I know it wasn’t, I am doing my part to introduce this amazing ice cream sandwich to as many people as possible.

Turns out the It’s-It has been around since 1928, originally made and sold only at San Francisco’s Playland-At-The-Beach. You can see the illustration along the bottom of the packaging.
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I assume they were sold at the “Pie Shop”

Once this funland was demolished in 1972, the It’s It ended with it. But in 1974, a factory was bought to distribute the It’s It and it still exists today right off of the 101 freeway in South San Francisco.
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Contents of an It’s It: A scoop of vanilla ice cream smooshed between two large old-fashioned oatmeal cookies and then dipped into dark chocolate. So delicious.
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