In 1928, 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.
When Playland was demolished in the early 1970's, the It's It ceased to exist. Times were grim. San Franciscans had one thing in common; they all missed their It's It. Then, in 1974, It's It was reborn. This time It's It were hand made in a small shop in San Francisco and were sold mainly to mom and pop stores. When the shop became too small to quench San Francisco's appetite for the It's It, the company relocated into a larger facility in 1978, relocation just minutes away from the San Francisco Airport.
In the 1980's, the demand for It's It spread outside of the Bay Area and throughout California. Soon after, It's It were distributed and were available in over 15 states. In the early 1990's, It's It Ice Cream Co. expanded nearly two-fold when it moved into a new office and dry goods warehouse across the street from its manufacturing facility.
Many generations have savored the It's It. Throughout the years, the company has gone through many changes yet the product remains the same as it did in 1928. Maybe that's why It's It was named "The official food of San Francisco."