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Choco Taco

The Choco Taco is a novelty ice cream dessert consisting of a hard waffle cone shell folded into a taco shape, filled with vanilla or chocolate ice cream swirled with fudge, coated in a layer of hardened chocolate, and topped with chopped peanuts.^[1] Invented in 1983 by Alan Drazen, a manager at the Philadelphia-based Jack & Jill Ice Cream company, it was inspired by the rising popularity of Mexican cuisine in the United States during the early 1980s.^[2] Originally produced by Jack & Jill, a dessert manufacturer founded in 1929, the Choco Taco was initially distributed wholesale through ice cream trucks and later expanded to convenience stores after its production was taken over following Unilever's acquisition of the manufacturer Gold Bond Ice Cream in 1989, which integrated it into its Klondike brand portfolio by 1993.^[2] Over nearly four decades, it became an iconic American summer treat, with more than one billion units sold and variations including flavors like Heath bar toffee and peanut butter.^[1] Its nostalgic appeal extended to pop culture, influencing high-end desserts such as Salt & Straw's artisanal recreations and earning praise from chefs for its innovative fusion of textures and flavors.^[1] In July 2022, Klondike discontinued the Choco Taco amid supply chain challenges and surging demand for its broader product line, prompting widespread fan backlash and social media campaigns to revive it.^[3] Although Klondike expressed hopes of reintroducing it to ice cream trucks in the future, the original product remains unavailable as of 2025.^[3] Revivals have appeared through limited partnerships, including a 2022 collaboration with Taco Bell that briefly brought it back to menus nationwide, and a 2025 artisanal version called the "Tacolate" developed with Salt & Straw and Taco Bell, featuring cinnamon-ancho ice cream in a similar waffle cone shell dipped in dark chocolate and quinoa.^[4]^[5]

Product Description

Composition and Design

The Choco Taco consisted of a hard, crunchy waffle cone shell folded into a taco shape, filled with reduced-fat vanilla or chocolate ice cream swirled with fudge, and finished with a milk chocolate coating studded with chopped dry-roasted peanuts.^[6]^[1]^[7]^[8] The shell was made from bleached wheat flour and sugar, baked to achieve its characteristic crispiness, while the chocolate coating not only provided a hardened outer layer but also sealed the open ends of the cone to contain the ice cream and prevent leakage during consumption.^[7]^[6] Measuring approximately 5 inches in length, the Choco Taco was designed as a portable, handheld dessert that mimicked the form of a savory taco, allowing for easy eating without utensils.^[6] Marketed under the Klondike brand as "The Original Ice Cream Taco," it emphasized its innovative fusion of ice cream novelty and taco-inspired portability, positioning it as a fun, mess-free treat for on-the-go indulgence.^[1]^[9] In 1999, Klondike introduced a Cookies & Cream variant, which replaced the vanilla or chocolate ice cream with a cookies-and-cream flavor and substituted the peanut topping with cookie pieces embedded in the chocolate coating, while retaining the core waffle cone shell and overall taco design.^[10] Other variants included peanut butter and Heath bar toffee flavors.^[1]

Nutritional Information

The Choco Taco, in its original 83-gram serving size, provides 250 calories, including 12 grams of total fat (9 grams saturated), 34 grams of carbohydrates (25 grams sugars), 3 grams of protein, and 115 milligrams of sodium.^[11]^[12] These values reflect the product's formulation featuring reduced-fat vanilla or chocolate ice cream, which contributes fewer calories and fats than full-fat alternatives—a similar portion of full-fat ice cream averages 110 calories and 7 grams of fat, compared to 80 calories and 2 grams in the Choco Taco's light version.^[13] It contains major allergens including milk (from the ice cream and chocolate coating), peanuts (as a topping studded in the chocolate coating), and wheat (from the waffle shell).^[14] Products are manufactured in facilities that also process tree nuts and soy, posing risks of cross-contamination for those with allergies.^[14] While the reduced-fat ice cream offers a modest health adjustment aligned with early 1990s low-fat trends, the overall treat remains high in added sugars and saturated fats due to the chocolate and peanut components, with no documented low-calorie, vegan, or other specialized adaptations in its standard production.^[6] Compared to a typical single-scoop ice cream cone (around 200-250 calories), the Choco Taco's dense chocolate coating elevates its calorie and fat profile.^[15]^[16]

History

Invention and Launch (1983–1984)

The Choco Taco was invented in 1983 by Alan Drazen, a Philadelphia entrepreneur and manager at the Jack & Jill Ice Cream Company in nearby Moorestown, New Jersey.^[2] Inspired by the early 1980s boom in Mexican food popularity across the United States, Drazen aimed to merge the portability of a taco with the indulgence of ice cream, creating a handheld frozen novelty that could be eaten on the go without mess.^[17] His background as a former ice cream truck driver informed the design, focusing on durability for distribution through mobile vendors.^[1] Development began with initial prototyping at Jack & Jill's facilities in the Philadelphia area, where Drazen experimented to refine the product's structure.^[2] The team modified an existing Gold Bond ice cream production machine to form the key component: a disk of waffle cone material folded into a hard taco shell, which was then lined internally with chocolate to seal it and prevent ice cream leakage.^[1] This proprietary shell-forming process, developed under Drazen's leadership, was patented by Jack & Jill since the innovation occurred during his employment there.^[1] The shells were filled with vanilla ice cream, swirled with fudge, topped with peanuts, and dipped in additional chocolate for outer coating, all assembled and frozen at the company's plant to ensure structural integrity during transport.^[2] To scale production beyond local capabilities, Jack & Jill outsourced manufacturing to Gold Bond Ice Cream's factory in Green Bay, Wisconsin, enabling broader distribution.^[2] The Choco Taco launched nationwide in the United States in 1984, debuting primarily through ice cream trucks and vending machines operated by wholesalers.^[1] Early marketing emphasized its playful, innovative appeal as a crunchy, taco-shaped treat ideal for children, highlighting the fun of cracking open the chocolate shell to reveal the ice cream inside.^[1] The product experienced rapid adoption, especially in urban areas with high concentrations of ice cream trucks, quickly establishing itself as a seasonal favorite among novelty frozen desserts.^[2]

Growth and Improvements (1984–1999)

Following its initial launch, the Choco Taco experienced steady domestic growth in the United States throughout the 1980s and 1990s, transitioning from a niche ice cream truck offering to a widely available novelty treat. In 1989, Good Humor, a division of Unilever, acquired the product's distributor Gold Bond Ice Cream, which significantly expanded its reach by placing it in 20,000 to 30,000 Unilever-operated freezers nationwide, including convenience stores and other retail outlets.^[1] This distribution boost contributed to increasing sales volumes, with the product becoming a staple in American childhood summers and evoking strong nostalgic associations for 1980s and 1990s consumers.^[1] By the late 1990s, tens of millions of units had been sold, underscoring its rising popularity as one of Klondike's key offerings.^[1] A pivotal expansion occurred in 1996 when the Choco Taco became available in supermarkets for the first time, moving beyond its traditional ice cream truck and convenience store channels. This shift, under Klondike's branding following Unilever's 1993 acquisition of the company, led to heightened accessibility and further sales growth, positioning it as a top performer in Klondike's lineup of frozen novelties.^[18] The product's playful "taco" design—featuring a waffle cone shell filled with ice cream and topped with chocolate and peanuts—capitalized on the fun, shareable aspect of its shape, appealing to families during peak summer seasons.^[1] To enhance consumer appeal, Klondike introduced product refinements during this period, including a "light ice cream" formulation developed in collaboration with Taco Bell to reduce fat and calorie content while maintaining flavor integrity. This adjustment supported a promotional partnership with the fast-food chain in the 1990s, where the Choco Taco was briefly offered on menus, further embedding its cultural status as a whimsical, taco-inspired dessert. Marketing efforts highlighted the treat's innovative and entertaining format, targeting family-oriented summer consumption through retail placements and branded promotions.^[1]^[18]

International Expansion

The Choco Taco's international expansion began in 1998 when Unilever, its parent company, introduced the product to European markets under the name Winner Taco. The launch occurred in Italy through the subsidiary Algida and in the United Kingdom via Walls, leveraging Unilever's established European networks for ice cream distribution. This rollout extended throughout Western Europe that year, marking the product's first venture outside the United States.^[19]^[20] In 1999, Winner Taco entered the Swedish market, further broadening its presence in Northern Europe. The core design remained consistent with the U.S. version—a waffle cone shell filled with vanilla ice cream, dipped in chocolate, and topped with nuts—without major alterations to accommodate local preferences. Production utilized patented manufacturing processes developed at Unilever's Italian ice cream innovation center and UK research laboratory, ensuring uniformity through local facilities rather than importing components from the U.S.^[20]^[19]^[6] Distribution in Europe emphasized retail channels such as supermarkets, positioning Winner Taco as an "any-time" snack for year-round consumption, in contrast to its prominence on U.S. ice cream trucks. The expansion contributed to Unilever's strong market position in Western Europe, even amid a challenging summer weather that impacted overall ice cream sales. However, the product achieved only niche appeal compared to its domestic success, with limited long-term traction leading to its discontinuation around 2000. The product was revived in 2014 in response to fan campaigns on social media in Italy and Sweden, returning to shelves for a limited time before being discontinued again.^[19]^[21]^[6]^[20]

Discontinuation

Announcement and Reasons (2022)

In July 2022, Unilever's Good Humor-Breyers division, via its Klondike brand, officially announced the discontinuation of the Choco Taco ice cream product.^[22] The statement, issued on July 25, 2022, confirmed that production would end for both the single-unit and 4-pack formats, marking the conclusion of nearly 40 years of availability.^[23] This decision affected stock in the United States and remaining international markets where the product was distributed.^[24] The primary reasons cited for the discontinuation were an unprecedented spike in demand across Unilever's ice cream portfolio following the COVID-19 pandemic, coupled with ongoing supply chain shortages that made it challenging to maintain consistent production.^[22] To address these issues, the company prioritized higher-volume items, such as Klondike bars, over niche products like the Choco Taco, which had lower overall sales despite a recent surge in popularity.^[25] At the time, Unilever stated there were no plans to reformulate or reintroduce the product in the near term.^[26] Production of the Choco Taco ceased immediately following the announcement, with the last batches shipped in late 2022 as existing inventory was cleared from distribution channels.^[27] By the end of the year, supplies had fully depleted in stores and warehouses, ending all official availability of the original formulation.^[28] The Associated Press reported the company's stated rationale for the discontinuation.^[24]

Immediate Aftermath

Following the July 2022 announcement of the Choco Taco's discontinuation by Klondike, a Unilever brand, remaining inventory in stores and warehouses sold out rapidly within weeks, driven by heightened consumer demand amid the news.^[3] Retailers reported limited stock depleting almost immediately, with some locations experiencing shortages by late July as buyers sought to stock up on the novelty ice cream treat.^[29] On resale platforms like eBay, opportunistic sellers listed unopened Choco Tacos at inflated prices, with some auctions reaching up to $1,000 per unit shortly after the announcement, far exceeding the original retail price of around $1.50.^[30] This price gouging reflected the immediate scarcity but was not sustained, as most listings settled into the $20–$50 range for smaller quantities by August.^[31] Unilever responded by reallocating production capacity to higher-demand core products within its ice cream portfolio, such as Klondike bars, to address supply chain constraints exacerbated by the post-pandemic surge.^[3] The company stated that the decision allowed it to prioritize items with broader availability, effectively phasing out the Choco Taco from manufacturing lines by the end of summer 2022.^[32] While no major competitors launched direct copycats in 2022, the news prompted minor discussions in the industry about filling the novelty frozen dessert niche left vacant.^[27] In August 2022, following fan backlash, Klondike announced it was working on a plan to potentially reintroduce the Choco Taco, possibly to ice cream trucks, though no definite timeline was provided.^[33] Official distribution of the Choco Taco ceased entirely by late 2022.^[34] This abrupt end particularly affected ice cream truck vendors, for whom the Choco Taco had been a long-standing staple offering quick sales to children and nostalgic buyers, potentially reducing their overall summer revenue as they adjusted menus to alternatives.^[29] No lawsuits arose from the discontinuation, and fact-checks confirmed the company's announcement was accurate, with the decision tied to supply chain challenges and demand prioritization.^[34]^[35] As of 2025, the original product has not been reintroduced and remains unavailable through traditional retail or wholesale channels.^[36]

Legacy and Revival

Cultural Impact

The Choco Taco has left a notable mark on popular media, particularly in animated television. In the 2022 episode "Night Family" from Rick and Morty Season 6, the treat serves as a central plot device when the family awakens to discover its discontinuation, sparking widespread outrage among the characters and highlighting its cultural resonance as a beloved staple.^[37] This reference amplified the product's visibility amid its real-world phase-out, underscoring its status as a symbol of everyday nostalgia. Earlier, during the 1980s and 1990s, the Choco Taco appeared in television advertisements that emphasized its playful fusion of ice cream and taco shell, contributing to its embedding in American pop culture as a fun, accessible novelty.^[38] As a hallmark of childhood summers from the 1980s through the early 2000s, the Choco Taco evokes strong nostalgic associations tied to ice cream truck visits and carefree outdoor play. Its innovative sweet-savory hybrid design—combining a crisp waffle cone shell with vanilla ice cream, chocolate coating, and peanuts—captured the era's experimental snack trends, making it a quintessential treat for multiple generations.^[39] Food historians note its role in evoking memories of neighborhood rituals, where the jingle of approaching trucks signaled simple joys amid the decade's junk food boom.^[1] Beyond nostalgia, the Choco Taco influenced broader dessert innovation by popularizing hybrid formats that blend savory structures with sweet fillings, paving the way for modern creations like gourmet ice cream tacos at high-end vendors.^[38] Its naming drew from the 1980s surge in Mexican-inspired cuisine, reflecting a cultural moment when chains like Chi-Chi's elevated tacos in American dining, which inventor Alan Drazen adapted into a frozen dessert to tap into that trend.^[2] This fusion helped normalize unconventional dessert presentations, inspiring chefs to experiment with taco-shaped confections in contemporary menus.^[40]

Fan Reactions and Revival Efforts

Following the announcement of the Choco Taco's discontinuation in July 2022, fans expressed widespread outrage on social media platforms, launching campaigns under hashtags like #SaveTheChocoTaco to rally support for its return.^[41] Multiple petitions appeared on Change.org, with over 20 filed in the immediate aftermath, collectively urging Klondike and Unilever to reverse the decision; one prominent effort highlighted the treat's 38-year legacy and garnered hundreds of signatures, though none reached the scale needed to prompt official action.^[42] Reddit co-founder Alexis Ohanian publicly offered to purchase the production rights from Unilever via Twitter, stating he was "very serious" about preserving the product for future generations, a proposal that amplified media coverage but received no formal response from the company.^[43] In response to the unavailability, DIY recreations proliferated among ice cream enthusiasts starting in late 2022, with home recipes shared widely on food blogs and sites like Eater and America's Test Kitchen, emphasizing simple adaptations using waffle cones, vanilla ice cream, and chocolate coatings.^[44] Small-batch producers also emerged, offering artisanal versions at local markets and events; for instance, Chicago eateries like Lonesome Rose introduced elevated recreations with custom flavors, available through early 2023.^[45] The New York Times documented one such effort in 2025, profiling ice cream maker Tyler Malek's obsessive reverse-engineering process, which involved sourcing specialized waffle cone equipment to replicate the original's crisp shell and filling it with cinnamon-ancho ice cream topped with puffed quinoa.^[46] Unilever acknowledged the intense fan demand in statements to media outlets, noting an "unprecedented spike" in interest but confirming the discontinuation was final due to supply chain constraints, with no plans for revival under the Klondike brand.^[47] Online forums, including Reddit's r/tacobell and dedicated Facebook groups, sustained the conversation through 2023, where users shared recipes, resale listings, and calls for boycotts, fostering a persistent community without leading to organized fan conventions.^[48] By September 2025, independent revival efforts gained traction, exemplified by Salt & Straw's announcement of "The Tacolate," a close homage featuring a hand-pressed waffle cone filled with ancho chili ice cream, dipped in dark chocolate, and available nationwide starting October 3 in collaboration with Taco Bell.^[49] While these activist pushes did not result in an official Klondike return, they influenced a wave of similar novelty ice cream products, keeping the Choco Taco's spirit alive in the market.^[5]

Similar Products (2022–2025)

Following the 2022 discontinuation of the Klondike Choco Taco, several independent ice cream makers and small-batch producers introduced inspired alternatives, often emphasizing artisanal quality and dietary accommodations like vegan options, without any involvement from Unilever.^[50] For instance, Kate's Ice Cream in Middlebury, Vermont, launched a plant-based Choco Taco in 2022, featuring a gluten-free shell filled with vegan vanilla ice cream, coated in dark chocolate, and topped with crushed peanuts, available for direct purchase from their shop and online.^[51] Similarly, Rocko's Ice Cream Tacos in Santa Clara, California, expanded its longstanding menu post-2022 to include customizable vegan versions using coconut milk-based ice cream in waffle taco shells, dipped in chocolate and finished with nuts or quinoa, sold at local markets and through online orders.^[50] Other small-batch chocolatiers, such as Conscious Creamery in Sacramento, California, offered variations like the Vanilla Fudge Gelato Taco—a vegan gelato-filled waffle cone with chocolate coating—targeting health-conscious consumers during 2022-2024.^[52] In 2025, more prominent revivals emerged with Salt & Straw's Tacolate, a permanent collaboration with Taco Bell initially launched on October 3, 2025, and made a permanent menu item as of October 23, 2025, featuring cinnamon-ancho chili ice cream in a hand-pressed waffle cone taco, dunked in dark chocolate and studded with puffed quinoa, priced at about $7.50 each and including sauce packets for customization; it was offered at participating Salt & Straw locations across states like Oregon, California, and New York, with online delivery options.^[5] The Tacolate sold out rapidly upon initial release, with batches depleting in as little as 10 minutes at some shops, reflecting strong consumer demand for nostalgic ice cream tacos.^[53]^[54] These alternatives differ notably from the original Choco Taco's classic vanilla ice cream, milk chocolate coating, and peanut topping in a pliable wafer shell, which was mass-produced and widely packaged for retail.^[46] Indie copycats from 2022-2024 prioritized variations like vegan or gluten-free adaptations and local availability, often in smaller batches without the original's sogginess issues due to improved shell designs, though sales remained niche and regionally limited.^[52] In contrast, the 2025 Salt & Straw Tacolate innovated with flavors like spicy ancho chili and focused on restaurant-style or direct-to-consumer distribution rather than supermarket packaging, achieving higher visibility and quicker sell-outs compared to earlier independents.^[55]

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