Nostalgia and Innovation Have Kept the Nearly 100-Year-Old Klondike Competitive

The ice cream bar now owned by Unilever is still with us, but why?

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It’s one of free-market capitalism’s articles of faith that competition breeds excellence. Case in point: A handheld treat called the Klondike bar.

It was 1922—give or take—and ice cream impresario Chester Isaly was peeved over the appearance of the Eskimo Pie, a chocolate-dipped ice cream bar on a stick introduced by his competitor Christian Kent Nelson. Isaly, who with his family operated the wildly popular Isaly’s dairy and ice cream shops in Ohio and Pennsylvania, wanted to hit back.

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This story first appeared in the Aug. 21, 2017, issue of Adweek magazine. Click here to subscribe.