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It's-It Ice Cream is an ice cream manufacturer and distributor based in Burlingame, California. The company has four products with their most popular being the It's-It ice cream sandwich, which is a scoop of vanilla ice cream sandwiched between two oatmeal cookies and dipped in dark chocolate.
The It's-It was invented by George Whitney, one of the original business owners when San Francisco's Playland at the Beach opened across the Great Highway from Ocean Beach. Whitney came up with the idea for the It's It sandwich while vacationing with his family in the Central Coast of California. A small market in Morro Bay, California sold ice cream and fresh baked cookies, and regulars would often request they be served together as a sandwich.
For nearly forty-five years, until Playland was demolished in 1972, the It's-It was available only at Whitney's shop. After Playland closed, the It's-It name was passed to George Mavros, who continued to run the business at another location near Ocean Beach.
In 1974, the Shamieh brothers, A.L. McDow & Isa Zaru, bought the It's-It name, operating from its current production facility in Burlingame in 1976. The company's products are now sold in supermarkets and convenience stores. It's-It flavors now include chocolate, mint, cappucino, strawberry, pumpkin, and green tea in addition to the original vanilla. The company has also added other ice cream products, including the "Super Sundae", the "Big Daddy", the "Super Cone" and the "Chips It".