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The 7 Must-Try Its-It Ice Cream Flavors And The Shocking 2025 East Coast Expansion

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Its-It Ice Cream is more than just a frozen treat; it is a Bay Area legend, a cultural icon, and a classic American dessert that has been delighting fans since 1928. As of late 2024 and heading into 2025, the company is experiencing a renaissance, expanding its reach far beyond its California roots and introducing new, intriguing flavors that are capturing the attention of a new generation of dessert enthusiasts. The original formula—a generous scoop of premium ice cream sandwiched between two freshly baked oatmeal cookies and dipped in dark chocolate—remains an unparalleled experience in frozen indulgence.

The brand's enduring popularity is a testament to its simple, high-quality ingredients and nostalgic appeal. However, recent years have seen the Burlingame, California-based manufacturer innovate significantly, not only by adding exciting new varieties but also by making the iconic ice cream sandwich available to millions of new consumers through a major distribution push. This blend of tradition and expansion is solidifying Its-It’s position as a national favorite, proving that some classics only get better with time.

The Sweet History and Enduring Legacy of the Its-It Brand

The story of Its-It Ice Cream is inextricably linked to the history of San Francisco's famed Playland at the Beach amusement park. The treat was invented in 1928 by George Whitney, one of the park’s owners.

  • Founder: George Whitney
  • Year Founded: 1928
  • Original Location: Playland at the Beach, San Francisco
  • Original Product: Vanilla ice cream between two oatmeal cookies, dipped in dark chocolate.
  • Naming Origin: Legend has it that the delicious combination was so perfect, everyone who tried it declared it "IT!"
  • Current Headquarters: Burlingame, California

When Playland was demolished in the early 1970s, the production of the Its-It sandwich moved to a small shop in San Francisco’s SOMA district, continuing its legacy. The company has since grown into a major manufacturer and distributor, but it has maintained its commitment to the original, high-quality formulation that made it a Bay Area staple. The combination of chewy oatmeal cookies and a rich, dark chocolate coating is the key to its unique texture and flavor profile, setting it apart from other ice cream sandwiches.

Major 2025 Update: The East Coast Invasion and National Expansion

For decades, the Its-It Ice Cream sandwich was a regional delicacy, primarily enjoyed in California, Nevada, and Oregon. The treat was a rite of passage for West Coast residents, and a coveted item for those traveling outside the region. However, a significant distribution expansion is rapidly changing that narrative, making the "classic San Francisco treat" accessible to a massive new audience.

In a major update, Its-It has expanded its distribution to the East Coast. This expansion brings the frozen treats to major states, allowing millions of new consumers to experience the unique oatmeal cookie ice cream sandwich.

Key Expansion Territories:

  • Connecticut
  • Maryland
  • New Jersey
  • New York
  • Pennsylvania
  • Virginia

This geographic growth, alongside the ability to order Its-Its nationwide via online platforms like Goldbelly, means the brand is transitioning from a regional treasure to a national contender in the frozen dessert market. This strategic move, which has been in focus through 2024 and into 2025, is one of the most significant developments for the company in recent history, fulfilling a long-time wish for fans across the country.

The Ultimate List: 7 Must-Try Its-It Ice Cream Flavors and Products

While the original Vanilla Its-It remains the undisputed champion, the brand has successfully diversified its offerings, introducing a variety of flavors since the 1980s that cater to different palates. These new varieties are a key part of the brand's contemporary appeal and topical authority, allowing it to compete in the dynamic ice cream market. The following list details the most popular and recently highlighted flavors, many of which are labeled as "new" focuses on the official website for the 2025 season.

1. Vanilla IT'S-IT® (The Original)

This is the classic, the benchmark, and the flavor that started it all. It features a generous scoop of creamy vanilla ice cream sandwiched between two oatmeal cookies and dipped in a rich, dark chocolate coating. It is the perfect balance of sweet, salty, chewy, and creamy.

2. Chocolate IT'S-IT®

For the true chocoholic, this flavor takes the original concept and intensifies the cocoa experience. It substitutes the vanilla with a rich chocolate ice cream, maintaining the signature oatmeal cookies and dark chocolate dip.

3. Mint IT'S-IT®

A refreshing twist on the classic, the Mint Its-It uses cool mint ice cream. This flavor is particularly popular for its bright, clean taste that pairs perfectly with the dark chocolate shell and the savory oatmeal cookie base.

4. Cappuccino IT'S-IT®

The Cappuccino flavor offers a sophisticated, coffee-infused experience. The rich, aromatic coffee ice cream is an excellent contrast to the sweet cookies and chocolate, making it a favorite for adult ice cream lovers.

5. Pumpkin IT'S-IT®

Often released seasonally, the Pumpkin Its-It has become a highly anticipated limited-time offering. It features a spiced pumpkin ice cream, capturing the essence of the fall season within the classic sandwich structure.

6. Green Tea IT'S-IT® (New Focus)

A nod to modern flavor trends and the Bay Area's diverse culinary landscape, the Green Tea Its-It features a scoop of green tea ice cream. This variety offers an earthy, slightly bitter counterpoint to the sweet oatmeal cookies and dark chocolate, providing a truly unique dessert experience.

7. Chips-IT® (New Focus)

The Chips-IT® is another product innovation, though it may vary slightly from the classic oatmeal cookie base. It is highlighted as a "new flavor" focus on the official website, demonstrating the company's commitment to product line expansion and keeping the brand fresh and relevant.

Beyond the Sandwich: The Cone Bar

In addition to the famous sandwiches, Its-It also produces "The Cone Bar." This product line shows the company's efforts to diversify its frozen treat portfolio beyond its signature cookie sandwich, catering to consumers who prefer a classic ice cream cone format.

What Makes Its-It's Ingredients So Unique?

The secret to the Its-It's distinct taste and texture lies in its simple, yet specific, ingredient composition. Unlike many competitors that use sugar or chocolate wafers, the use of two large, freshly baked oatmeal cookies is the defining element. These cookies provide a chewy, slightly savory, and substantial base that holds up to the ice cream and the dark chocolate coating.

The ice cream itself is made with a traditional dairy base, including Cream, Milk, and Skim Milk. Key stabilizers and emulsifiers like Guar Gum, Mono And Diglycerides, Polysorbate 80, and Carrageenan are used to ensure the premium, creamy texture that defines the frozen treat. The final dip in a smooth, dark chocolate coating adds a satisfying crackle and a layer of rich flavor that ties the entire dessert together. This combination is what elevates the Its-It from a simple ice cream sandwich to a cherished, multi-textured frozen delight.

The 7 Must-Try Its-It Ice Cream Flavors and The Shocking 2025 East Coast Expansion
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