The maker of the legendary Choco Tacos announces the end of production and causes a stir among Americans

This is the news that has been circulating in the US press and social media since July 25: Choco Tacos, it’s over. The famous American ice cream in the form of tacos, not very famous in France, will fall victim to the brand’s success. Its manufacturer, the Klondike Company, announced on Monday that this reference, and only this one, has been discontinued. BUT”difficult decision“, according to Klondike, who has since received numerous messages on social media from fans. or nostalgic for their frozen tacos. One of the millionaire founders of Reddit even hinted that he would work to keep it alive. Now the question is swirling: real renewed nostalgic interest, or a (brilliant) marketing ploy?

junk food classic

It all started with a rumor about the end of production on Twitter on July 23, to which Klondike responded in the affirmative: “Unfortunately, we are no longer producing Choco Tacos in individual formats and in boxes of four.“This announcement was later made official through NPR and the Washington Post. Representatives of the Klondike say that “Over the past two years, we have experienced an unprecedented increase in demand for our products and have had to make very difficult decisions to ensure that our comprehensive link directory is available nationwide.“In other words, to save the brand, you must donate Choco Tacoseven if it means finding solace right next door:”We know this can be a big disappointment, but we hope you try one of our great products, including Klondike Cones. Shakes, Sandwiches and of course our signature ice cream is available nationwide..”

But it is clear that other references seem less iconic in the eyes of fans of this ice cream, which was to celebrate its 40th anniversary next year. Choco Taco was invented in 1983 by Alan Drazen, a salesman for Jack and Jill Ice Cream. In an interview given to Eater in 2016, he explained that he got the idea when he realized that with “cone you usually eat nuts, chocolate and ice cream on top, then when you get to the cone you only eat ice cream and cone“With this chocolate-covered vanilla ice cream with hazelnuts placed in a taco-shaped waffle, we eat everything in every bite. Why tacos?”Mexican food was the fastest growing segment of the food industry, and tacos were the most recognizable shape.“, he says. At that time, Drazen even composed a song to advertise his product, based on the tune of “La Cucaracha”.

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The concept works so well that it’s sold in all of Jack and Jill’s ice cream trucks before being bought by bigger brands and fed into the networks of giant Unilever (the world’s largest ice cream maker) through the Klondike. Choco Taco, distributed all over the country, quickly become a classic trash american culture for two decades (over a billion sold in the United States) before falling out of favor with newer generations. In France, Unilever tried to tempt our ice cream market by trying to sell not Choco Taco but Winner Taco through its Miko brand. Unsuccessfully.

Rebellion and takeover bid

Klondike’s decision to discontinue their product quickly drew backlash. “Hey Klondike, there are some bad decisions like getting a face tattoo or pushing an alligator. And then there are horribly bad and unforgivable decisions like stopping Choco Taco.“ challenges one of them on Twitter.

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An ice cream aficionado of the second degree, Connecticut Sen. Chris Murphy announced on social media Tuesday that he intends to use the Defense Production Act to force Choco Taco factories to produce ice cream. The law in question allows in certain cases, such as war or crisis, to force the industry to maintain the production of a product that is considered necessary. This (false) announcement was received by Klondike with surprise and excitement from a few gullible tweeters…

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More seriously, multimillionaire Alexis Ohanian, co-founder of Reddit, also challenged the brand on Twitter to ask to buy the rights. ice mining. Later, in an interview with Fortune magazine, the businessman said to himself:very seriously” :”The only people who might think this is a joke are those who have never eaten a chocolate taco.

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Faced with this backlash, Klondike’s position is ambiguous. The brand the day after the announcement on Twitter hinted that she is still looking for a solution, at leastbring Choco Tacos back to their ice cream trucks for years to come.“Could it be a business strategy as well? Create a disadvantage so you can come back better?

The American press is perplexed and remembers what happened to the Mexican pizza, the cult product of Taco Bell. In 2020, the junk food giant in the United States decided to end this, highlighting the complexity of product assembly and packaging, inconsistent with its goal of reducing environmental impact. Only a year and a half later, after several petitions from their fans, Mexican pizza returned, increasing the demand for this product in their restaurants by seven times.

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