it's it
It's-It Ice Cream is a historic ice cream brand based in Burlingame, California, renowned for its signature ice cream sandwiches. These sandwiches feature a scoop of ice cream between two oatmeal cookies, all coated in dark chocolate. The brand, established in 1928, has expanded its flavor offerings over the years to include mint, cappuccino, and green tea, among others.
Shelf presence
Brand Power (0-100) blends four shelf signals. Price position is shown below for context · a value↔premium read, not part of the score.
carried in 11 of 24 Bay Area grocers. how many stores stock the brand.
18 products in the catalog. how deep the product line is (saturating).
spans 2 categories · 3 subcategories. how many categories the brand plays in (saturating).
Where it owns shelf
each bar is the % of that category's SKUs that are It's It (full bar = 100% of the shelf), grouped by department.
Top competitors
the brands crowding the same categories as It's It · photographed shelf-mates first, then brands stocked beside it at the same grocers, then same-category rivals citywide.
Most similar brands
closest to It's It in what it makes — matched on product name, category & description across the whole catalog, wherever they’re sold. Not who it competes with on the shelf.
The lineup
every It's It product in stock, cheapest first.
Sold at
Find It's It online
Where to find It's It · Bay Area
Opportunities
New doors · no It's It in our capture yet
Bay Area grocers where neither the digital catalog nor our shelf photos show It's It· but the shelf it belongs on is already there, ranked by fit. Fit blends category coverage, rival presence, price-band match, and openness to independents at this scale; weigh the footprint chips and route notes against it · a 7-door chain and a single great shop are different prizes. Our capture is partial, so a widely-distributed brand may already be carried through channels we don’t index.
Lead with It's-It Ice Cream Sandwich, Mint, 3 Pack · its most-distributed SKU (8 doors) in Ice Cream Sandwiches, the biggest opening. The closest open door is Target · 2 rivals already on that shelf.
