Small Business: It’s-It Ice Cream

Courtesy wsj.com

BURLINGAME—A Bay Area company has retained a recipe for success in a sluggish economy: Take a scoop of ice cream, squish it between two oatmeal cookies and apply dark chocolate.

The It’s-It Ice Cream Co., named after the signature ice cream sandwich, says sales through June this year are up 15% from the same period in 2009, a year sales grew 8%. Charles Shamieh, its president, says the difficult economy might have actually helped sales of his flagship product, as cash-conscious consumers looking for a “cheap thrill” chose an It’s-It instead of a more expensive dessert. He says the company has been profitable for the past 20 years, though declined to provide revenue figures . . . (more)

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