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?

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.

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