1 00:00:02,208 --> 00:00:04,250 - [Narrator] Today, the global ice cream market 2 00:00:04,250 --> 00:00:07,875 is worth $79 billion. 3 00:00:07,875 --> 00:00:10,167 - There are things like marshmallow ice cream, 4 00:00:10,167 --> 00:00:12,125 birthday cake ice cream. 5 00:00:12,125 --> 00:00:14,333 I've had truffle ice cream. 6 00:00:14,333 --> 00:00:17,042 Whether it's soft serve or hard scoop, 7 00:00:17,042 --> 00:00:19,250 ice cream awakens our taste buds. 8 00:00:21,083 --> 00:00:22,708 - [Narrator] But it wouldn't be what it is 9 00:00:22,708 --> 00:00:24,375 without a few visionaries 10 00:00:24,375 --> 00:00:27,458 who were trapped in the world of mundane ice cream. 11 00:00:29,833 --> 00:00:32,417 - In the '70s, we had the vanillas, 12 00:00:32,417 --> 00:00:34,625 the strawberries, the chocolates. 13 00:00:34,625 --> 00:00:37,542 There wasn't a lot of ice cream creativity. 14 00:00:37,542 --> 00:00:39,875 - [Narrator] Until one unsung innovator 15 00:00:39,875 --> 00:00:41,375 dreamed of something more. 16 00:00:42,333 --> 00:00:44,375 - And he goes, "You know what? 17 00:00:44,375 --> 00:00:47,750 There can be better ice cream out there, and I can make it." 18 00:00:47,750 --> 00:00:49,167 - Mix in whatever you want. 19 00:00:49,167 --> 00:00:51,708 Oreos, M&M's, Heath Bars. 20 00:00:51,708 --> 00:00:54,208 - This mix-in technique allowed the customer 21 00:00:54,208 --> 00:00:56,583 to create their own flavor of ice cream. 22 00:00:56,583 --> 00:00:59,833 - It was an experience that just blew people's minds 23 00:00:59,833 --> 00:01:03,333 and became very popular, very fast. 24 00:01:03,333 --> 00:01:05,958 - [Narrator] Inspiring unlikely business partners... 25 00:01:05,958 --> 00:01:08,917 - I just want something I can taste with my eyes closed. 26 00:01:09,917 --> 00:01:12,667 - [Narrator] To stumble into a billion dollar business. 27 00:01:12,667 --> 00:01:18,708 - Ben & Jerry's is the bar for any kind of mix-in ice cream. 28 00:01:18,708 --> 00:01:21,500 - [Narrator] They'll take ice cream to new heights. 29 00:01:21,500 --> 00:01:24,375 - I don't think that they realized that this taste 30 00:01:24,375 --> 00:01:29,333 was going to change the ice cream business forever. 31 00:01:29,333 --> 00:01:32,083 - [Narrator] And invent unheard of combinations. 32 00:01:33,083 --> 00:01:35,083 - Cookie dough, man, that's proof God loves us 33 00:01:35,083 --> 00:01:36,667 and wants us to be happy. 34 00:01:37,667 --> 00:01:40,333 - [Narrator] Fueling industry titans to respond. 35 00:01:40,333 --> 00:01:42,667 - Dairy Queen was a franchise all over the country. 36 00:01:42,667 --> 00:01:44,917 They were able to reach a much larger audience 37 00:01:44,917 --> 00:01:46,458 with their mix-ins. 38 00:01:46,458 --> 00:01:48,042 - [Narrator] And spurring the creation 39 00:01:48,042 --> 00:01:50,375 of an iconic American frozen treat. 40 00:01:50,375 --> 00:01:52,792 - Now you have this ice cream mix-in 41 00:01:52,792 --> 00:01:54,542 readily available to consume 42 00:01:54,542 --> 00:01:56,750 by every drive-thru customer in America. 43 00:01:58,250 --> 00:02:01,833 - [Narrator] Ice cream will never be the same. 44 00:02:03,167 --> 00:02:05,167 - This ain't your grandma's ice cream. 45 00:02:06,542 --> 00:02:08,833 (intense music) 46 00:02:26,625 --> 00:02:28,625 (tense music) 47 00:02:28,625 --> 00:02:30,500 - [Narrator] At the start of the 1970s, 48 00:02:30,500 --> 00:02:33,750 America's farms face a crisis. 49 00:02:33,750 --> 00:02:38,375 Leaf blight kills over 15% of the nation's corn crops. 50 00:02:39,375 --> 00:02:42,333 - Farmers lost about a billion dollars worth of corn crops 51 00:02:42,333 --> 00:02:43,667 in one growing season. 52 00:02:43,667 --> 00:02:47,375 It's about six or $7 billion in today's money. 53 00:02:47,375 --> 00:02:48,875 And there's a ripple effect. 54 00:02:48,875 --> 00:02:51,542 Dairy farmers need corn to feed their cattle. 55 00:02:51,542 --> 00:02:53,292 - [Narrator] As feeding livestock 56 00:02:53,292 --> 00:02:55,042 becomes more expensive, 57 00:02:55,042 --> 00:02:58,167 industries dependent on these animals 58 00:02:58,167 --> 00:03:00,583 inevitably increase the prices of their products. 59 00:03:00,583 --> 00:03:03,083 - A gallon of milk is 20% more than it was. 60 00:03:03,083 --> 00:03:04,792 So if milk is more expensive, 61 00:03:04,792 --> 00:03:07,250 then every product that's manufactured that uses milk 62 00:03:07,250 --> 00:03:08,708 is more expensive. 63 00:03:08,708 --> 00:03:12,667 Yogurt, cheese, butter, and of course, ice cream. 64 00:03:15,750 --> 00:03:18,083 - [Narrator] As a way to keep costs down, 65 00:03:18,083 --> 00:03:19,958 many ice cream brands of the day 66 00:03:19,958 --> 00:03:22,042 get creative with their recipes. 67 00:03:22,042 --> 00:03:23,542 - The big producers of ice cream 68 00:03:23,542 --> 00:03:26,375 were whipping in more air to their ice cream. 69 00:03:26,375 --> 00:03:29,208 When you whip air into ice cream, you stretch it out. 70 00:03:29,208 --> 00:03:31,542 You get so much more out of your ingredients, 71 00:03:31,542 --> 00:03:34,625 but the richness is completely absent. 72 00:03:34,625 --> 00:03:37,667 - They were cutting back on the cream in ice cream. 73 00:03:37,667 --> 00:03:39,000 So as a result, 74 00:03:39,000 --> 00:03:42,083 you're getting the most basic ice cream possible. 75 00:03:42,083 --> 00:03:45,042 - So even after the cost of milk stabilizes, 76 00:03:45,042 --> 00:03:46,542 ice cream manufacturers 77 00:03:46,542 --> 00:03:48,833 really aren't altering their recipes. 78 00:03:48,833 --> 00:03:51,500 It's sort of like the way the airlines charge for check bags 79 00:03:51,500 --> 00:03:54,417 to offset the rising cost of jet fuel. 80 00:03:54,417 --> 00:03:56,542 Even when jet fuel comes down in cost, 81 00:03:56,542 --> 00:03:59,375 they're not gonna eat into their bottom line. 82 00:03:59,375 --> 00:04:02,875 They can get more and still give you less. 83 00:04:04,375 --> 00:04:07,208 - All the joy of ice cream is about that mouthfeel 84 00:04:07,208 --> 00:04:08,542 and that texture. 85 00:04:08,542 --> 00:04:10,542 And back in the '70s, that's not what you got. 86 00:04:10,542 --> 00:04:13,375 It was kind of a dearth of delicious ice cream. 87 00:04:13,375 --> 00:04:17,875 So people who were into the idea of great flavor, 88 00:04:17,875 --> 00:04:20,500 were like, "Why can't we do better with ice cream?" 89 00:04:22,958 --> 00:04:25,000 (pensive music) 90 00:04:26,875 --> 00:04:28,000 - [Narrator] In Boston, 91 00:04:28,167 --> 00:04:31,250 one ice cream fanatic is just trying to make ends meet 92 00:04:31,250 --> 00:04:32,917 by working as a cab driver. 93 00:04:34,958 --> 00:04:39,375 - During the Vietnam War, he was a conscientious objector. 94 00:04:39,375 --> 00:04:40,792 He was a pacifist. 95 00:04:40,875 --> 00:04:44,375 He actually became an English teacher for a couple of years, 96 00:04:44,375 --> 00:04:48,208 and then he decided to drive taxi cabs, 97 00:04:48,208 --> 00:04:50,833 and he is living with his friend. 98 00:04:50,833 --> 00:04:53,667 He isn't totally sure what he wants to do with his life. 99 00:04:54,792 --> 00:04:57,667 - [Narrator] His name is Steve Herrell 100 00:04:57,667 --> 00:05:00,375 and the current state of ice cream is inspiring him 101 00:05:00,375 --> 00:05:02,250 to take matters into his own hands. 102 00:05:02,250 --> 00:05:05,958 - As a child, Steve Herrell's family would make ice cream 103 00:05:05,958 --> 00:05:08,583 with one of those old-fashioned crank machines. 104 00:05:09,750 --> 00:05:12,083 - They would make delicious ice cream at home 105 00:05:12,083 --> 00:05:13,583 and make sundaes, 106 00:05:13,583 --> 00:05:16,875 and enjoy them with all these wonderful toppings. 107 00:05:16,875 --> 00:05:20,375 And he figures ice cream could be a whole lot better. 108 00:05:21,750 --> 00:05:23,833 - [Narrator] Herrell's frustration will one day 109 00:05:23,833 --> 00:05:26,583 lead to the creation of countless ice cream flavors 110 00:05:26,583 --> 00:05:31,500 and a business worth more than $79 billion. 111 00:05:33,500 --> 00:05:38,333 But in 1973, Herrell just wants a superior quality ice cream 112 00:05:38,333 --> 00:05:40,500 for his cherished sundaes. 113 00:05:40,500 --> 00:05:42,375 - This wasn't some entrepreneur. 114 00:05:42,375 --> 00:05:44,083 Steve's just a working class guy 115 00:05:44,083 --> 00:05:45,667 who wanted to make better ice cream, 116 00:05:45,667 --> 00:05:48,250 but he's willing to go to great lengths 117 00:05:48,250 --> 00:05:49,708 to prove that he can do a better job 118 00:05:49,708 --> 00:05:51,542 than anyone else at the time. 119 00:05:51,542 --> 00:05:54,417 - So he had one of those old-fashioned, small batch, 120 00:05:54,417 --> 00:05:56,458 electric ice cream freezers. 121 00:05:56,458 --> 00:05:58,083 - He finds the right gear reduction 122 00:05:58,083 --> 00:06:01,917 that slows down that churning process dramatically. 123 00:06:05,167 --> 00:06:09,417 The slower that you turn, the less air that's incorporated. 124 00:06:11,042 --> 00:06:14,417 You're gonna get a denser, creamier product. 125 00:06:16,083 --> 00:06:20,083 - It can mimic the slow churning process that happens 126 00:06:20,083 --> 00:06:22,250 when one makes ice cream by hand. 127 00:06:22,250 --> 00:06:24,458 It's rich, it's cold, it's creamy. 128 00:06:25,417 --> 00:06:27,000 - [Narrator] To test his creation, 129 00:06:27,000 --> 00:06:30,042 Herrell wants to recreate his childhood favorite: 130 00:06:30,042 --> 00:06:31,417 a hot fudge sundae. 131 00:06:32,375 --> 00:06:34,375 - [Roommate] Here you go. 132 00:06:34,375 --> 00:06:36,000 - [Narrator] And he recruits his roommates 133 00:06:36,000 --> 00:06:39,542 to find him the ideal chocolate for homemade fudge. 134 00:06:41,167 --> 00:06:43,125 - A Heath Bar? 135 00:06:43,125 --> 00:06:45,083 Wait, no, I can't use this. 136 00:06:45,083 --> 00:06:47,042 I need a bar of solid chocolate. 137 00:06:47,042 --> 00:06:49,083 Sorry, guys. Can you go back? 138 00:06:49,083 --> 00:06:51,375 - Yep, sure thing. - Thanks. 139 00:06:52,875 --> 00:06:55,625 - [Narrator] Created by two brothers in 1928 140 00:06:55,625 --> 00:06:58,417 in a small town in Illinois, 141 00:06:58,417 --> 00:07:02,000 Heath is a candy bar made of toffee, almonds, 142 00:07:02,000 --> 00:07:03,250 and milk chocolate. 143 00:07:03,375 --> 00:07:06,667 - Heath Bars were a business created by the Heath family. 144 00:07:06,667 --> 00:07:09,542 And this was a very obscure candy at the time, 145 00:07:09,542 --> 00:07:11,875 and what's actually pretty funny is that 146 00:07:11,875 --> 00:07:14,583 the Heath brothers were actually running an ice cream parlor 147 00:07:14,583 --> 00:07:18,625 before they decided to invent this candy bar. 148 00:07:19,792 --> 00:07:21,542 (crunching) 149 00:07:22,958 --> 00:07:23,917 - [Herrell] Mm. 150 00:07:26,375 --> 00:07:27,583 - [Narrator] Yet Herrell can see that 151 00:07:27,583 --> 00:07:30,833 the chocolate treat has untapped potential, 152 00:07:30,833 --> 00:07:34,417 and experiments with a Heath Bar topping for his sundae. 153 00:07:37,500 --> 00:07:39,458 - So the Heath Bar is toffee, 154 00:07:39,458 --> 00:07:43,208 which is kind of like a hard, sugar/butter mix, 155 00:07:43,208 --> 00:07:47,208 it's like an amber sort of color, coated in chocolate, 156 00:07:47,208 --> 00:07:49,792 and you'd crunch your way through a Heath Bar 157 00:07:49,792 --> 00:07:54,958 and it would create this very caramely, treacly kinda texture. 158 00:07:59,500 --> 00:08:01,500 And he realizes, wait a minute. 159 00:08:03,000 --> 00:08:07,583 This crunch, this sort of, I don't know, treacly, 160 00:08:07,583 --> 00:08:10,833 almost bitterness that comes with toffee 161 00:08:10,833 --> 00:08:15,750 works really well with the cold, creamy sweetness of ice cream. 162 00:08:15,750 --> 00:08:17,917 It's the perfect contrast. 163 00:08:17,917 --> 00:08:21,333 - [Narrator] An inspired Herrell then takes it one step further, 164 00:08:21,333 --> 00:08:24,708 mixing the Heath Bar topping right into the ice cream. 165 00:08:24,708 --> 00:08:27,500 - You get the soft lick of the ice cream, 166 00:08:27,500 --> 00:08:29,458 and then you've got this hard crunch. 167 00:08:30,875 --> 00:08:34,083 And Steve just saw this innovation and said, "Why not?" 168 00:08:34,083 --> 00:08:36,458 You don't put stuff on top of the ice cream. 169 00:08:36,458 --> 00:08:38,292 You put it in the ice cream. 170 00:08:38,292 --> 00:08:40,708 I mean, bam! Yeah. 171 00:08:42,458 --> 00:08:44,833 - [Narrator] Steve Herrell has stumbled upon 172 00:08:44,833 --> 00:08:48,667 a totally new way to create distinctive ice cream flavors. 173 00:08:48,667 --> 00:08:51,042 - Back then, what we had were the basic flavors. 174 00:08:51,042 --> 00:08:53,875 The vanillas, the strawberries, the chocolates, 175 00:08:53,875 --> 00:08:56,625 and there wasn't a lot of ice cream creativity. 176 00:08:56,625 --> 00:08:59,542 - Steve realizes, "Not only is my ice cream better, 177 00:08:59,542 --> 00:09:01,542 but I can mix in all these ingredients 178 00:09:01,542 --> 00:09:04,125 and come up with myriad numbers of combinations 179 00:09:04,125 --> 00:09:06,542 that people cannot get anywhere else." 180 00:09:06,542 --> 00:09:09,875 - M&M's, Reese's, cookies, brownies. 181 00:09:09,875 --> 00:09:11,500 Any sweet imaginable can now become 182 00:09:11,500 --> 00:09:13,167 an ice cream flavor of its own. 183 00:09:14,167 --> 00:09:17,000 - [Narrator] Inspired by his unique ice cream, 184 00:09:17,000 --> 00:09:19,875 Herrell sees more than just a simple hobby, 185 00:09:19,875 --> 00:09:23,583 believing it's a creation he needs to share with the world. 186 00:09:23,583 --> 00:09:26,042 - Steve comes up with what, in retrospect, 187 00:09:26,042 --> 00:09:28,583 is an absolutely genius idea, right? 188 00:09:28,583 --> 00:09:31,708 An ice cream parlor where the customers mix in 189 00:09:31,708 --> 00:09:34,917 various types of candy bars into his ice cream. 190 00:09:34,917 --> 00:09:36,583 - [Narrator] A business centered around 191 00:09:36,583 --> 00:09:39,125 mixing sweet treats into homemade ice cream 192 00:09:39,125 --> 00:09:42,542 will be more transformative than Herrell could ever imagine. 193 00:09:44,125 --> 00:09:47,667 But first, he'll have to figure out where to start. 194 00:09:47,667 --> 00:09:50,250 - Steve Herrell didn't exactly have deep pockets, 195 00:09:50,250 --> 00:09:53,708 yet he decides it's a good idea to quit his job 196 00:09:53,708 --> 00:09:55,958 and get into the ice cream business 197 00:09:55,958 --> 00:09:59,083 with zero food business experience. 198 00:10:00,875 --> 00:10:02,208 - [Narrator] As Herrell wonders 199 00:10:02,208 --> 00:10:05,417 how to make his risky dream a reality, 200 00:10:05,417 --> 00:10:08,875 215 miles north of Boston, 201 00:10:08,875 --> 00:10:11,667 two lifelong friends are preparing 202 00:10:11,667 --> 00:10:13,833 to open a food business of their own. 203 00:10:13,833 --> 00:10:17,292 - Cohen and Greenfield grew up together in New York. 204 00:10:17,292 --> 00:10:18,667 They went to school together 205 00:10:18,750 --> 00:10:21,708 and they were the two slowest kids in their gym class. 206 00:10:21,708 --> 00:10:25,750 Cohen was more of the free spirit, the creative type. 207 00:10:25,750 --> 00:10:29,708 While Greenfield is more of a rule follower. 208 00:10:29,708 --> 00:10:31,542 - It's within our budget. 209 00:10:31,542 --> 00:10:33,208 That's about all this place is. 210 00:10:33,208 --> 00:10:34,792 - Ah, come on, man. 211 00:10:34,792 --> 00:10:36,583 Use your imagination. 212 00:10:37,958 --> 00:10:41,708 - So these two Jewish New Yorkers, hippies, 213 00:10:41,708 --> 00:10:43,708 want to go into the food business, 214 00:10:43,708 --> 00:10:45,542 and they decide that they're gonna go to 215 00:10:45,542 --> 00:10:47,875 the New England town of Burlington, Vermont. 216 00:10:47,875 --> 00:10:50,250 - [Narrator] These two partners will go on to create 217 00:10:50,250 --> 00:10:54,000 one of the most iconic ice cream businesses of all time, 218 00:10:54,000 --> 00:10:56,917 selling over $900 million a year 219 00:10:56,917 --> 00:10:59,542 and reinventing ice cream in the process. 220 00:10:59,542 --> 00:11:02,333 - The name they chose, it couldn't have been simpler. 221 00:11:03,167 --> 00:11:04,625 - Jerry & Ben's. 222 00:11:05,708 --> 00:11:08,708 - Well, why is your name first? 223 00:11:08,708 --> 00:11:10,625 I mean, mine begins with a B. 224 00:11:11,542 --> 00:11:13,375 - That's a fair point. 225 00:11:13,375 --> 00:11:15,333 Ben & Jerry's. 226 00:11:15,333 --> 00:11:17,000 - [Narrator] But for now, 227 00:11:17,000 --> 00:11:19,917 they have something different in mind. 228 00:11:19,917 --> 00:11:22,000 - And what did they decide to do? 229 00:11:23,250 --> 00:11:25,250 - Ben and Jerry decide that 230 00:11:25,250 --> 00:11:27,917 they're gonna sell one of their favorite foods. 231 00:11:27,917 --> 00:11:30,042 - Best bagels in the country. 232 00:11:30,042 --> 00:11:31,708 - A bagel shop. 233 00:11:31,708 --> 00:11:33,292 - It's gonna be great! 234 00:11:39,750 --> 00:11:41,250 - [Narrator] In 1977, 235 00:11:41,250 --> 00:11:44,625 childhood friends Ben Cohen and Jerry Greenfield 236 00:11:44,625 --> 00:11:47,542 are acquiring equipment for their new business, 237 00:11:47,542 --> 00:11:49,542 a bagel shop. 238 00:11:49,542 --> 00:11:51,500 - Hey, how about this one? 239 00:11:51,500 --> 00:11:54,708 - Ben and Jerry want to open a bagel business in Vermont, 240 00:11:54,708 --> 00:11:56,500 but they have no idea how to start one, 241 00:11:56,500 --> 00:12:01,083 and they have no idea how expensive it is to start one. 242 00:12:01,083 --> 00:12:02,875 - [Jerry] We can't pay that. 243 00:12:02,875 --> 00:12:04,208 - And plus, there's no guarantee that 244 00:12:04,208 --> 00:12:05,958 the people of Vermont will even want bagels 245 00:12:05,958 --> 00:12:07,625 in the first place. 246 00:12:07,625 --> 00:12:10,875 - Ben and Jerry were able to scrape together some funds. 247 00:12:10,875 --> 00:12:12,917 They each contributed $4,000. 248 00:12:12,917 --> 00:12:15,625 And as anyone who has opened their own business knows, 249 00:12:15,625 --> 00:12:17,083 that isn't a whole lot. 250 00:12:20,000 --> 00:12:22,958 - What's the cheapest equipment you got? 251 00:12:22,958 --> 00:12:26,875 - So apparently, it costs a lot of money to make bagels. 252 00:12:26,875 --> 00:12:29,625 The equipment costs thousands of dollars, 253 00:12:29,625 --> 00:12:32,208 and Ben and Jerry just don't have it. 254 00:12:33,750 --> 00:12:35,250 - [Salesman] What about this? 255 00:12:37,208 --> 00:12:40,125 - They decided, "What can we make with the money we've got?" 256 00:12:41,917 --> 00:12:43,250 They can make ice cream. 257 00:12:44,583 --> 00:12:46,458 - So they decide to pivot. 258 00:12:46,458 --> 00:12:50,125 And thank God for all of us ice cream lovers of the world 259 00:12:50,125 --> 00:12:51,542 that they did. 260 00:12:51,542 --> 00:12:54,125 - [Narrator] With every penny they own on the line, 261 00:12:54,125 --> 00:12:57,875 Ben and Jerry take the leap into opening an ice cream shop, 262 00:12:57,875 --> 00:13:00,125 even though they've never made ice cream before. 263 00:13:02,875 --> 00:13:05,958 Back in Boston, after months preparing to launch, 264 00:13:05,958 --> 00:13:08,292 it's opening day at 29-year-old 265 00:13:08,292 --> 00:13:10,875 Steve Herrell's unique ice cream shop. 266 00:13:12,208 --> 00:13:17,083 - Steve's Ice Cream is located near several colleges. 267 00:13:17,083 --> 00:13:18,542 Right in the front window of his shop, 268 00:13:18,542 --> 00:13:22,167 Steve puts his re-engineered ice cream machine. 269 00:13:22,167 --> 00:13:24,042 It makes five gallons at a time, 270 00:13:24,042 --> 00:13:27,292 which is roughly 160 scoops. 271 00:13:28,875 --> 00:13:31,083 - [Narrator] The ice cream flavor options are vanilla, 272 00:13:31,083 --> 00:13:34,042 chocolate, strawberry, and coffee. 273 00:13:34,042 --> 00:13:38,042 - The quality of ice cream there was very, very high-end. 274 00:13:38,042 --> 00:13:41,458 Nice, really rich, dense ice cream. 275 00:13:42,667 --> 00:13:44,125 - I mix in whatever you want. 276 00:13:44,125 --> 00:13:47,125 Oreos, M&M's, Heath Bars, Kit Kats. 277 00:13:47,125 --> 00:13:49,500 - What was a novelty about it is that 278 00:13:49,500 --> 00:13:53,292 he offered brand candy that had been chopped up. 279 00:13:54,375 --> 00:13:57,042 - Different candies needed to be broken up 280 00:13:57,042 --> 00:13:59,458 to different sizes in different ways 281 00:13:59,458 --> 00:14:03,208 in order to be properly incorporated into his ice cream. 282 00:14:03,208 --> 00:14:06,875 And a cold piece of marble was the best surface 283 00:14:06,875 --> 00:14:09,125 and the best means of integrating 284 00:14:09,125 --> 00:14:12,375 all of these wonderful candies into the ice cream. 285 00:14:12,375 --> 00:14:15,875 This was decades before Cold Stone Creamery 286 00:14:15,875 --> 00:14:18,458 ever used that kind of technology. 287 00:14:20,000 --> 00:14:21,875 - [Narrator] The myriad of combinations 288 00:14:21,875 --> 00:14:23,875 leave customers overwhelmed. 289 00:14:23,875 --> 00:14:26,042 - It's kind of a lot to take in. 290 00:14:26,042 --> 00:14:27,792 I imagine it would be like 291 00:14:27,792 --> 00:14:30,000 walking into Willy Wonka's chocolate Factory. 292 00:14:30,000 --> 00:14:31,875 You're just kind of in awe 293 00:14:31,875 --> 00:14:35,042 and you're excited about the possibilities. 294 00:14:35,042 --> 00:14:38,000 - [Narrator] Some don't even recognize all of the options. 295 00:14:38,000 --> 00:14:40,750 - He's throwing these candy bars 296 00:14:40,750 --> 00:14:43,375 into his ice cream mix-in, 297 00:14:43,375 --> 00:14:46,333 which really allows people to try some of these candy bars 298 00:14:46,333 --> 00:14:47,333 for the first time. 299 00:14:48,375 --> 00:14:50,583 - [Narrator] Battling to quickly serve customers, 300 00:14:50,583 --> 00:14:52,125 Herrell gets creative, 301 00:14:52,125 --> 00:14:55,042 inventing his own mix-in recommendations. 302 00:14:55,042 --> 00:14:58,000 And one is emerging as a clear favorite. 303 00:14:58,000 --> 00:14:59,500 - One cookies and cream. 304 00:15:00,500 --> 00:15:02,625 - Steve Herrell was the first one to have the idea 305 00:15:02,625 --> 00:15:07,375 to mix Oreo cookies into a vanilla ice cream base. 306 00:15:07,375 --> 00:15:10,833 And then he gave it the name Cookies and Cream. 307 00:15:10,833 --> 00:15:12,208 - Who doesn't love an Oreo with milk? 308 00:15:12,208 --> 00:15:13,375 We did it when we were kids. 309 00:15:13,375 --> 00:15:16,083 Steve just found that flavor memory, 310 00:15:16,083 --> 00:15:18,292 reached right into our consciousness, and said, 311 00:15:18,292 --> 00:15:21,167 "I'm gonna turn that into an ice cream." 312 00:15:21,167 --> 00:15:23,333 - Today, that's one of the most popular ice cream flavors. 313 00:15:23,333 --> 00:15:25,875 Not many people know that that originated 314 00:15:25,875 --> 00:15:28,208 in Steve's Ice Cream Shop in the 1970s. 315 00:15:29,375 --> 00:15:31,458 - [Narrator] Herrell's homemade mix-in ice cream 316 00:15:31,458 --> 00:15:34,208 quickly outshines other Boston offerings, 317 00:15:34,208 --> 00:15:36,875 sparking a booming business. 318 00:15:36,875 --> 00:15:40,000 Yet he's hard-pressed to keep up with orders. 319 00:15:40,000 --> 00:15:42,667 - Steve's Ice Cream is really making the news. 320 00:15:42,667 --> 00:15:45,167 People all around are starting to hear about it. 321 00:15:45,167 --> 00:15:48,083 - He sells out his first 32 gallons of ice cream 322 00:15:48,083 --> 00:15:50,167 that he made in his first weekend. 323 00:15:50,167 --> 00:15:52,958 - He actually ended up having to close the shop for a week 324 00:15:52,958 --> 00:15:54,958 to hire more staff, train them, 325 00:15:54,958 --> 00:15:58,208 and prepare for the ridiculous demand 326 00:15:58,208 --> 00:16:00,333 that was coming from the locals. 327 00:16:02,208 --> 00:16:04,042 - [Narrator] As he struggles to keep up 328 00:16:04,042 --> 00:16:05,375 with his newfound success, 329 00:16:05,375 --> 00:16:09,000 Herrell has no idea he's pioneering a revolution 330 00:16:09,000 --> 00:16:11,542 that he won't get credit for. 331 00:16:11,542 --> 00:16:13,958 (tense music) 332 00:16:13,958 --> 00:16:16,708 By 1977 in Burlington, Vermont, 333 00:16:16,708 --> 00:16:19,250 Ben Cohen and Jerry Greenfield are testing out 334 00:16:19,250 --> 00:16:21,917 their first batches of ice cream. 335 00:16:21,917 --> 00:16:24,292 - When they decided to pivot to ice cream, 336 00:16:24,292 --> 00:16:27,042 the only real training they had between them 337 00:16:27,042 --> 00:16:30,667 was the correspondence course at Penn State 338 00:16:30,667 --> 00:16:32,375 on making ice cream. 339 00:16:32,375 --> 00:16:36,333 They had no formal culinary education outside of that. 340 00:16:38,583 --> 00:16:41,500 - [Narrator] And a lifelong health disorder is intensifying 341 00:16:41,500 --> 00:16:44,208 their quest for the perfect ice cream. 342 00:16:44,208 --> 00:16:47,000 - Ben had this rare sinus condition called anosmia, 343 00:16:47,000 --> 00:16:48,417 which basically means that 344 00:16:48,542 --> 00:16:51,375 the signals don't get quite transmitted right to the brain 345 00:16:51,375 --> 00:16:54,375 regarding smell, which affects your sense of taste too. 346 00:16:55,750 --> 00:16:57,208 - Ben Cohen, 347 00:16:57,208 --> 00:16:59,292 not really having the ability to taste very well, 348 00:16:59,292 --> 00:17:03,250 relies on a lot of different textures to taste his food. 349 00:17:04,625 --> 00:17:07,042 - Ben and Jerry were developing ice cream flavors 350 00:17:07,042 --> 00:17:08,958 when one half of their partnership 351 00:17:08,958 --> 00:17:11,417 couldn't really taste what they were making. 352 00:17:11,417 --> 00:17:14,375 - I just want something I can taste with my eyes closed. 353 00:17:15,458 --> 00:17:16,708 - Okay, then. 354 00:17:16,708 --> 00:17:19,375 - [Narrator] With all their attempts falling short, 355 00:17:19,375 --> 00:17:21,625 the partners are in need of help. 356 00:17:22,708 --> 00:17:25,250 - Who has the best ice cream in New England? 357 00:17:27,500 --> 00:17:29,542 (tense music) 358 00:17:30,625 --> 00:17:32,875 - Ben and Jerry actually got inspiration 359 00:17:32,875 --> 00:17:34,417 for their million dollar business 360 00:17:34,417 --> 00:17:37,042 from this small little shop in Boston. 361 00:17:37,042 --> 00:17:39,000 And can you guess who that was? 362 00:17:43,750 --> 00:17:45,417 - How can I help you? 363 00:17:50,958 --> 00:17:53,125 (tense music) 364 00:17:53,125 --> 00:17:54,375 - [Narrator] Visiting Steve Herrell's 365 00:17:54,375 --> 00:17:57,917 Boston ice cream shop in 1978, 366 00:17:57,917 --> 00:17:59,708 business partners, Ben and Jerry, 367 00:17:59,708 --> 00:18:03,292 experience a radically new way to make ice cream. 368 00:18:03,292 --> 00:18:06,625 - It's nothing top secret, I'll tell you how it works. 369 00:18:06,625 --> 00:18:08,708 - Steve's just a guy who wanted to share 370 00:18:08,708 --> 00:18:13,208 his love of rich, creamy ice cream with the world. 371 00:18:13,208 --> 00:18:15,042 He didn't wanna keep it from anybody. 372 00:18:15,042 --> 00:18:17,667 And what Ben and Jerry realize is that 373 00:18:17,667 --> 00:18:20,208 people aren't just coming in for this really creamy, 374 00:18:20,208 --> 00:18:22,583 well-made ice cream, it's the mix-ins they love. 375 00:18:24,250 --> 00:18:27,167 - Steve's Ice Cream was where Ben and Jerry 376 00:18:27,167 --> 00:18:30,125 first were exposed to the idea of mix-ins 377 00:18:30,125 --> 00:18:33,542 and adding these processed ingredients like candy 378 00:18:33,542 --> 00:18:34,625 into ice cream. 379 00:18:37,708 --> 00:18:40,792 - So they took the idea from him, basically. 380 00:18:40,792 --> 00:18:43,625 I mean, that's how things happen in this world. 381 00:18:43,625 --> 00:18:46,542 - These guys love food and they're like mad scientists. 382 00:18:46,542 --> 00:18:48,375 They're throwing in everything you can think of. 383 00:18:48,375 --> 00:18:50,208 Coconut, caramel, chocolate. 384 00:18:51,250 --> 00:18:52,500 It's unreal. 385 00:18:54,250 --> 00:18:55,542 - [Narrator] Ben and Jerry discover 386 00:18:55,542 --> 00:18:58,458 a fusion of mix-in flavors that perfectly capture 387 00:18:58,458 --> 00:19:00,625 the textures they've been searching for. 388 00:19:02,125 --> 00:19:04,208 - Ben, with his anosmia, 389 00:19:04,208 --> 00:19:07,417 with his inability to properly gauge flavor, 390 00:19:07,417 --> 00:19:10,792 tastes the ice cream and the crunch, 391 00:19:10,792 --> 00:19:14,708 the flavors explode in his mouth, and instantly, 392 00:19:14,708 --> 00:19:18,375 both he and Jerry know this is the jackpot. 393 00:19:20,625 --> 00:19:22,833 - [Narrator] But when they apply for a loan, 394 00:19:24,125 --> 00:19:26,250 the bank won't back their business plan. 395 00:19:29,125 --> 00:19:30,458 - I mean, he's right. 396 00:19:30,458 --> 00:19:32,208 Who's gonna buy ice cream in the winter? 397 00:19:32,208 --> 00:19:34,333 - Vermont is one of the coldest states in America. 398 00:19:34,333 --> 00:19:35,708 It's not a big ice cream haven 399 00:19:35,708 --> 00:19:37,875 except maybe for a month or two in the summer. 400 00:19:37,875 --> 00:19:40,875 Otherwise, you're gonna be broke the rest of the year. 401 00:19:40,875 --> 00:19:43,542 - Let's just try something else. 402 00:19:43,542 --> 00:19:45,333 - They knew they wanted to sell ice cream, 403 00:19:45,333 --> 00:19:47,500 but because it was Burlington, 404 00:19:47,500 --> 00:19:50,250 they were a little wary of selling ice cream 405 00:19:50,250 --> 00:19:51,583 year round in New England 406 00:19:51,583 --> 00:19:53,958 where people might not be craving ice cream 407 00:19:53,958 --> 00:19:55,583 in the middle of winter. 408 00:19:55,583 --> 00:19:56,667 - Aha! 409 00:19:58,542 --> 00:20:00,167 Vegetable stew. 410 00:20:01,833 --> 00:20:08,750 Okay, traditional, old-fashioned, Welsh rarebit. 411 00:20:08,750 --> 00:20:10,875 (laughing) No. 412 00:20:10,875 --> 00:20:15,458 - So they supplemented the menu with some savory items. 413 00:20:15,458 --> 00:20:18,417 There was soup, they also sold crepes. 414 00:20:18,417 --> 00:20:20,542 - [Narrator] The new, non-seasonal menu items 415 00:20:20,542 --> 00:20:24,833 help secure the loan, bringing them one step closer to opening. 416 00:20:26,208 --> 00:20:28,500 (tense music) 417 00:20:29,458 --> 00:20:31,875 In Boston, Steve Herrell is facing 418 00:20:31,875 --> 00:20:33,542 an opposite set of challenges. 419 00:20:33,542 --> 00:20:36,500 - His ice cream dreams are reality. 420 00:20:36,500 --> 00:20:39,625 He started this whole ice cream craze 421 00:20:39,625 --> 00:20:43,333 that was so successful it had to grow, 422 00:20:43,333 --> 00:20:44,875 and it ended up burning him out. 423 00:20:49,250 --> 00:20:50,542 - [Narrator] After achieving his goal 424 00:20:50,542 --> 00:20:53,542 and pioneering a whole new ice cream trend, 425 00:20:53,542 --> 00:20:56,667 Steve Herrell makes a life-changing decision. 426 00:20:56,667 --> 00:20:58,583 - So after just a handful of years, 427 00:20:58,583 --> 00:21:03,208 Steve Herrell sold off the company for $80,000. 428 00:21:05,625 --> 00:21:07,875 That was a steal for the buyer. 429 00:21:07,875 --> 00:21:12,042 - He ostensibly kind of fled from Boston. 430 00:21:12,042 --> 00:21:17,542 He wanted to live on the land in Western Massachusetts. 431 00:21:17,542 --> 00:21:20,250 - Steve's Ice Cream would never be the same 432 00:21:20,250 --> 00:21:22,458 without Steve, without the founder. 433 00:21:22,458 --> 00:21:24,875 And though Steve sold his shop, 434 00:21:24,875 --> 00:21:28,875 he really was the magic behind the mix-ins. 435 00:21:34,042 --> 00:21:36,208 (tense music) 436 00:21:37,208 --> 00:21:40,125 - [Narrator] Nine months after Herrell sells his business, 437 00:21:40,125 --> 00:21:42,583 on May 5th, 1978, 438 00:21:42,583 --> 00:21:46,625 Ben & Jerry's Homemade officially opens its doors. 439 00:21:46,625 --> 00:21:49,500 - When you go to Ben and Jerry's first shop in Burlington, 440 00:21:49,500 --> 00:21:52,292 they had a picture of Steve in the shop, 441 00:21:52,292 --> 00:21:54,083 in homage to this guy. 442 00:21:54,083 --> 00:21:55,625 - Welcome, first time? 443 00:21:55,625 --> 00:21:57,875 - [Narrator] Unfazed by the immediate success 444 00:21:57,875 --> 00:21:59,417 that overwhelmed Herrell, 445 00:21:59,417 --> 00:22:01,333 they make a significant shift 446 00:22:01,333 --> 00:22:03,708 in their ice cream's preparation. 447 00:22:03,708 --> 00:22:06,542 - So instead of doing their mix-ins on the spot, 448 00:22:06,542 --> 00:22:08,542 they realized it wasn't very efficient 449 00:22:08,542 --> 00:22:11,875 and they could add their mix-ins in advance 450 00:22:11,875 --> 00:22:15,042 to each batch of ice cream and then sell it as a flavor. 451 00:22:15,042 --> 00:22:19,375 - They had flavors like Oreo mint, maple walnut, 452 00:22:19,375 --> 00:22:21,417 flavors that were pretty exotic. 453 00:22:21,417 --> 00:22:22,750 - Let me tell you, 454 00:22:22,750 --> 00:22:24,833 that was a damned good ice cream experience. 455 00:22:24,833 --> 00:22:27,042 This was not some ground up little bits. 456 00:22:27,042 --> 00:22:28,917 These were chunks, right? 457 00:22:28,917 --> 00:22:31,292 And it was like, oh my God. 458 00:22:32,542 --> 00:22:34,958 - [Narrator] But with winter on the horizon, 459 00:22:34,958 --> 00:22:38,208 their ice cream sales begin to dwindle. 460 00:22:38,208 --> 00:22:40,542 - People really love the ice cream. 461 00:22:40,542 --> 00:22:43,875 They weren't as interested in the soup or the crepes. 462 00:22:43,875 --> 00:22:44,958 - 15. 463 00:22:44,958 --> 00:22:46,708 - [Narrator] With few customers showing up, 464 00:22:46,708 --> 00:22:49,042 Ben and Jerry won't be able to keep the business open 465 00:22:49,042 --> 00:22:50,375 much longer. 466 00:22:50,375 --> 00:22:52,125 - They had to start thinking of different ways 467 00:22:52,125 --> 00:22:54,542 to get their product to people 468 00:22:54,542 --> 00:22:56,375 who maybe weren't willing to go outside in the winter 469 00:22:56,375 --> 00:22:57,875 and come to their ice cream shop. 470 00:22:57,875 --> 00:23:00,625 - Uh, do you have a top for this? 471 00:23:01,500 --> 00:23:03,000 - I'm sorry, no. 472 00:23:07,333 --> 00:23:08,875 - They're seeing more and more customers 473 00:23:08,875 --> 00:23:11,875 who wanna get their ice cream to go, so they realize, 474 00:23:11,875 --> 00:23:13,500 "Look, we don't have to keep waiting for people 475 00:23:13,500 --> 00:23:14,917 to come to us. 476 00:23:14,917 --> 00:23:17,208 Why don't we take the ice cream to the people?" 477 00:23:17,208 --> 00:23:19,542 (dramatic music) 478 00:23:19,542 --> 00:23:21,542 - [Narrator] This idea not only has the potential 479 00:23:21,542 --> 00:23:23,417 to turn the business around. 480 00:23:23,417 --> 00:23:24,750 If they're successful, 481 00:23:24,750 --> 00:23:28,458 it could change how people consume ice cream. 482 00:23:33,042 --> 00:23:34,542 (tense music) 483 00:23:34,708 --> 00:23:35,833 - [Narrator] It's been six months 484 00:23:36,000 --> 00:23:38,625 since Ben and Jerry launched their ice cream shop 485 00:23:38,625 --> 00:23:41,583 featuring unique mix-in flavors. 486 00:23:41,583 --> 00:23:43,125 And as winter sets in, 487 00:23:43,125 --> 00:23:46,375 Ben and Jerry are rethinking their entire business. 488 00:23:46,375 --> 00:23:48,042 - Ben and Jerry thought that 489 00:23:48,042 --> 00:23:50,375 maybe their customers want the ice cream on their own terms. 490 00:23:50,375 --> 00:23:53,708 Well, the solution to that is distribution in grocery stores. 491 00:23:54,833 --> 00:23:56,833 - [Narrator] But they don't know the first thing about 492 00:23:56,833 --> 00:23:59,000 packaging ice cream for home enjoyment. 493 00:24:00,625 --> 00:24:02,500 - So around this time, 494 00:24:02,500 --> 00:24:05,750 the norm for ice cream containers like Breyers 495 00:24:05,750 --> 00:24:08,042 were these sort of rectangular tubs 496 00:24:08,042 --> 00:24:10,125 with the rounded corners. 497 00:24:10,125 --> 00:24:12,333 - [Narrator] While most ice cream containers at the time 498 00:24:12,333 --> 00:24:14,500 are half gallon tubs, 499 00:24:14,500 --> 00:24:17,167 the large size presents a problem for the duo. 500 00:24:17,167 --> 00:24:21,542 - If you have that giant tub sitting on your kitchen counter 501 00:24:21,542 --> 00:24:24,083 and you're scooping out a couple bowls, 502 00:24:24,083 --> 00:24:26,375 what's gonna happen is it's gonna start to melt. 503 00:24:26,375 --> 00:24:28,208 - Melted ice cream is bad enough, 504 00:24:28,208 --> 00:24:30,083 but when you have all those mix-ins, 505 00:24:30,083 --> 00:24:31,542 they sink to the bottom. 506 00:24:31,542 --> 00:24:33,250 It wasn't the ice cream experience 507 00:24:33,250 --> 00:24:35,750 they wanted for their consumers. 508 00:24:35,750 --> 00:24:37,375 - [Narrator] They seek something different 509 00:24:37,375 --> 00:24:39,708 from the industry standard, 510 00:24:39,708 --> 00:24:41,708 a cylindrical pint. 511 00:24:41,708 --> 00:24:45,792 - What the pint offers is three key benefits. 512 00:24:45,792 --> 00:24:49,958 It melts slower, it's easier to pack and ship, 513 00:24:49,958 --> 00:24:52,875 and it is less susceptible to freezer burn. 514 00:24:52,875 --> 00:24:56,375 - [Narrator] In 1980, Ben & Jerry's unique flavors 515 00:24:56,375 --> 00:24:59,375 are for sale in Burlington grocery stores. 516 00:24:59,375 --> 00:25:02,208 Their initial launch features eight flavors 517 00:25:02,208 --> 00:25:05,333 including mocha walnut, chocolate fudge, and Oreo mint. 518 00:25:05,333 --> 00:25:08,625 - They were priced at $1.79 each, which is really expensive, 519 00:25:08,625 --> 00:25:10,333 almost $7 today. 520 00:25:10,333 --> 00:25:11,750 So to build up customer trust, 521 00:25:11,750 --> 00:25:13,417 they offered a money back guarantee 522 00:25:13,417 --> 00:25:15,375 to anyone who was unsatisfied. 523 00:25:15,375 --> 00:25:17,792 - Ben and Jerry made the brilliant decision 524 00:25:17,792 --> 00:25:21,375 to sell their flavors in smaller pints. 525 00:25:21,375 --> 00:25:22,958 And let's be honest, 526 00:25:22,958 --> 00:25:25,875 usually the pint is in and of itself a serving vessel. 527 00:25:25,875 --> 00:25:28,958 And sadly, very often, a serving size. 528 00:25:30,333 --> 00:25:32,875 - The pint really rebranded ice cream 529 00:25:32,875 --> 00:25:35,167 as something of a personal indulgence. 530 00:25:35,167 --> 00:25:36,875 - Hi, I'm Ben. - I'm Jerry. 531 00:25:36,875 --> 00:25:38,708 - [Narrator] As Ben and Jerry introduce themselves 532 00:25:38,708 --> 00:25:40,583 as the face of their business, 533 00:25:40,583 --> 00:25:43,750 the pints become an instant hit. 534 00:25:43,750 --> 00:25:45,167 In only a couple of months, 535 00:25:45,167 --> 00:25:48,833 their grocery store accounts grow to 35. 536 00:25:48,833 --> 00:25:50,375 - And they start asking themselves, 537 00:25:50,375 --> 00:25:52,292 "Look, if this can work in Vermont, 538 00:25:52,292 --> 00:25:53,958 maybe it can work elsewhere." 539 00:25:55,083 --> 00:25:56,292 So they start looking into 540 00:25:56,292 --> 00:25:57,875 the wholesale side of the business 541 00:25:57,875 --> 00:26:00,958 and pushing into more grocery stores in neighboring states. 542 00:26:00,958 --> 00:26:02,792 - [Narrator] As more people become familiar with 543 00:26:02,792 --> 00:26:04,875 Ben & Jerry's unique ice cream, 544 00:26:04,875 --> 00:26:07,708 they expand to 200 grocery stores, 545 00:26:07,708 --> 00:26:11,708 selling nearly 80,000 pints by the end of 1980. 546 00:26:12,667 --> 00:26:14,542 But the move to become the first 547 00:26:14,542 --> 00:26:16,542 national distributor of mix-in ice cream 548 00:26:16,542 --> 00:26:19,167 comes with major changes. 549 00:26:19,167 --> 00:26:21,708 - Ice cream is one of the most perishable, 550 00:26:21,708 --> 00:26:25,042 easily damageable foods in the marketplace. 551 00:26:25,042 --> 00:26:28,417 Pivoting to national retail ice cream sales 552 00:26:28,417 --> 00:26:29,917 is extremely risky 553 00:26:29,917 --> 00:26:32,208 and moreover, it's extremely expensive. 554 00:26:33,875 --> 00:26:36,208 - [Narrator] To attract new customers across the country, 555 00:26:36,208 --> 00:26:38,417 Ben and Jerry come up with a unique way 556 00:26:38,417 --> 00:26:40,458 to brand their ice cream: 557 00:26:40,458 --> 00:26:42,167 with creative names. 558 00:26:42,167 --> 00:26:44,500 - They wanted to stand out in the supermarket, 559 00:26:44,500 --> 00:26:45,958 and they had some suggestions 560 00:26:45,958 --> 00:26:48,042 from their ice cream obsessed fan base. 561 00:26:48,042 --> 00:26:50,583 - "Make an ice cream with cherries, 562 00:26:50,583 --> 00:26:53,083 you can call it Cherry Garcia." 563 00:26:53,083 --> 00:26:54,750 (laughing) 564 00:26:54,750 --> 00:26:57,708 - They realize having fun, punny naming is just gonna work, 565 00:26:57,708 --> 00:27:00,042 so they just run with it. 566 00:27:00,042 --> 00:27:03,792 - Chubby Hubby, and Chunky Monkey, and Cherry Garcia, 567 00:27:03,792 --> 00:27:06,083 I mean, all these flavors started coming out. 568 00:27:06,083 --> 00:27:08,542 For a product that everyone associates with childhood, 569 00:27:08,542 --> 00:27:10,000 that was unprecedented. 570 00:27:10,000 --> 00:27:11,958 They really took it to the next level. 571 00:27:12,625 --> 00:27:14,417 - [Narrator] By 1982, 572 00:27:14,417 --> 00:27:17,542 their sales are approaching $1 million. 573 00:27:17,542 --> 00:27:20,917 Yet with success comes greater competition 574 00:27:20,917 --> 00:27:23,417 as major food companies want in 575 00:27:23,417 --> 00:27:25,208 on the next generation of ice cream. 576 00:27:25,208 --> 00:27:28,083 - Ben & Jerry's affected other brands as well, 577 00:27:28,083 --> 00:27:30,875 encouraging them to get more creative with their flavors, 578 00:27:30,875 --> 00:27:32,875 add more exciting ingredients. 579 00:27:33,875 --> 00:27:37,375 - [Narrator] In June of 1983, food giant Pillsbury snatches up 580 00:27:37,375 --> 00:27:41,292 a family owned ice cream company called Haagen-Dazs. 581 00:27:42,792 --> 00:27:44,458 - Pillsbury sees that 582 00:27:44,458 --> 00:27:49,375 the premium grocery store ice cream world is about to boom. 583 00:27:49,375 --> 00:27:52,167 So they start promoting the Haagen-Dazs brand 584 00:27:52,167 --> 00:27:54,958 and they're gonna put it right up against Ben & Jerry's 585 00:27:54,958 --> 00:27:56,708 in every grocery store in America. 586 00:27:56,708 --> 00:28:00,042 This puts Ben & Jerry's in direct competition 587 00:28:00,042 --> 00:28:03,917 with a multinational company and their large wallet. 588 00:28:03,917 --> 00:28:05,375 - Haagen-Dazs was known for 589 00:28:05,375 --> 00:28:07,333 their extremely smooth ice cream, 590 00:28:07,333 --> 00:28:10,375 but Ben & Jerry's is taking off with their chunky stuff. 591 00:28:10,375 --> 00:28:11,833 So Haagen-Dazs introduces 592 00:28:11,833 --> 00:28:14,750 their own mix-in flavors, called "Exträas." 593 00:28:16,833 --> 00:28:18,542 - [Narrator] The competition will soon move 594 00:28:18,542 --> 00:28:20,708 beyond the freezer section 595 00:28:20,708 --> 00:28:23,333 as one innovator makes a bold move 596 00:28:23,333 --> 00:28:24,875 at a popular ice cream chain. 597 00:28:27,542 --> 00:28:29,792 His name is Sam Temperato 598 00:28:29,792 --> 00:28:33,083 and he's a top franchisee of Dairy Queen. 599 00:28:34,917 --> 00:28:36,375 - He owned something like 600 00:28:36,375 --> 00:28:40,292 67 Dairy Queen franchises in just the St. Louis area 601 00:28:40,292 --> 00:28:41,625 in the 1980s, 602 00:28:41,625 --> 00:28:43,875 and he really had his finger on 603 00:28:43,875 --> 00:28:46,083 the pulse of ice cream trends at this time 604 00:28:46,083 --> 00:28:48,042 and was always looking for inspiration 605 00:28:48,042 --> 00:28:50,000 that he could adapt for Dairy Queen. 606 00:28:50,875 --> 00:28:52,292 - [Narrator] By 1983, 607 00:28:52,292 --> 00:28:55,375 Dairy Queen dominates the soft serve market 608 00:28:55,375 --> 00:28:58,542 with about 42% of all sales. 609 00:28:58,542 --> 00:28:59,833 But as more and more customers 610 00:28:59,833 --> 00:29:02,375 are turning to ice cream with mix-ins, 611 00:29:02,375 --> 00:29:04,292 their business has stalled. 612 00:29:05,250 --> 00:29:07,833 - Dairy Queen was founded in the 1940s 613 00:29:07,833 --> 00:29:10,208 and it served a whole menu of fast food, 614 00:29:10,208 --> 00:29:12,417 but their ice cream was really distinct. 615 00:29:12,417 --> 00:29:17,333 They had soft serve cones, vanilla, chocolate, or a twist. 616 00:29:17,333 --> 00:29:21,042 - But the '80s had come and so much had changed in food. 617 00:29:21,042 --> 00:29:23,542 Dairy Queen had flat sales across the country. 618 00:29:23,542 --> 00:29:26,458 They weren't the place to go anymore 619 00:29:26,458 --> 00:29:29,000 and Dairy Queen is looking around for something 620 00:29:29,000 --> 00:29:31,208 that will bring consumers back. 621 00:29:35,458 --> 00:29:37,792 - So Sam sees the success of Ben & Jerry's, 622 00:29:37,792 --> 00:29:39,375 and he says to himself, 623 00:29:39,375 --> 00:29:41,708 "Why can't I do the same with soft serve?" 624 00:29:41,708 --> 00:29:44,000 (pensive music) 625 00:29:51,333 --> 00:29:53,417 - [Narrator] But Temperato comes to realize 626 00:29:53,417 --> 00:29:55,542 it's not as easy as it sounds. 627 00:29:55,542 --> 00:29:59,042 - Soft serve is served at about 20 degrees warmer 628 00:29:59,042 --> 00:30:00,417 than a standard ice cream. 629 00:30:00,417 --> 00:30:03,542 And the problem is when you start introducing mix-ins, 630 00:30:03,542 --> 00:30:05,292 it increases the melt rate. 631 00:30:05,292 --> 00:30:08,125 - When you're mixing ingredients into ice cream, 632 00:30:08,125 --> 00:30:10,958 that ice cream base needs to be sturdy 633 00:30:10,958 --> 00:30:14,208 and firm enough to hold those ingredients. 634 00:30:14,208 --> 00:30:16,625 That's why you're not gonna see a lot of mix-ins 635 00:30:16,625 --> 00:30:18,958 with something like soft serve. 636 00:30:18,958 --> 00:30:20,583 - [Narrator] Temperato is convinced 637 00:30:20,583 --> 00:30:24,625 there must be a way to make mix-ins work with soft serve. 638 00:30:24,625 --> 00:30:26,208 If he doesn't figure it out, 639 00:30:26,208 --> 00:30:28,667 he knows it's just a matter of time 640 00:30:28,667 --> 00:30:30,333 before someone else does. 641 00:30:37,542 --> 00:30:38,875 - [Narrator] By the early 1980s, 642 00:30:38,875 --> 00:30:43,083 ice cream has become a $1.6 billion industry, 643 00:30:43,083 --> 00:30:44,458 with Ben & Jerry's becoming 644 00:30:44,583 --> 00:30:47,375 the fastest growing ice cream company in the country. 645 00:30:47,375 --> 00:30:49,708 - They're opening franchised ice cream shops 646 00:30:49,708 --> 00:30:51,208 throughout the Northeast. 647 00:30:51,208 --> 00:30:54,792 And their pints are in 35 states in America. 648 00:30:55,833 --> 00:30:57,208 - In just four years, 649 00:30:57,375 --> 00:31:00,042 Ben and Jerry have gone from trying to open a bagel shop 650 00:31:00,042 --> 00:31:02,542 to be a national distributor of ice cream, 651 00:31:02,542 --> 00:31:04,917 and they're on their way to becoming millionaires. 652 00:31:07,458 --> 00:31:09,167 (tense music) 653 00:31:09,167 --> 00:31:11,458 - [Narrator] Their success is causing much larger corporations 654 00:31:11,458 --> 00:31:12,708 to take notice, 655 00:31:12,708 --> 00:31:15,875 like Dairy Queen franchisee, Sam Temperato, 656 00:31:15,875 --> 00:31:17,500 who's been trying to come up with 657 00:31:17,500 --> 00:31:21,333 a soft serve based mix-in product for months. 658 00:31:21,333 --> 00:31:23,792 - Dairy Queen's soft serve, it's light and airy, 659 00:31:23,792 --> 00:31:25,375 it's great for ice cream cones, 660 00:31:25,375 --> 00:31:29,250 it's great for creaminess, but it's not so good for mix-ins. 661 00:31:31,208 --> 00:31:33,083 - [Narrator] After weeks of experimenting, 662 00:31:33,083 --> 00:31:35,292 Temperato gets inspiration 663 00:31:35,292 --> 00:31:37,125 from a neighborhood custard stand. 664 00:31:38,083 --> 00:31:39,792 (machine whirring) 665 00:31:39,792 --> 00:31:41,958 - In St. Louis on historical Route 66 666 00:31:41,958 --> 00:31:45,958 is a place called Ted Drewes Frozen Custard. 667 00:31:45,958 --> 00:31:48,542 Before any of the mix-in craze began, 668 00:31:48,542 --> 00:31:52,833 Ted Drewes would create something called The Concrete. 669 00:31:52,833 --> 00:31:55,042 - It looks like a milkshake served in a cup, 670 00:31:55,042 --> 00:31:57,458 but it's eaten with a spoon. 671 00:31:57,458 --> 00:32:01,833 - It is so thick that it was, and is still to this day, 672 00:32:01,833 --> 00:32:05,292 served through the window upside down, 673 00:32:06,917 --> 00:32:08,667 - [Narrator] Intrigued, Temperato contemplates 674 00:32:08,667 --> 00:32:12,167 the possibilities of mixing Dairy Queen's soft serve 675 00:32:12,167 --> 00:32:16,167 in a blender, mimicking the process of creating Concretes. 676 00:32:19,375 --> 00:32:22,875 - Sam Temperato's surprised by the results. 677 00:32:22,875 --> 00:32:24,917 When you put the soft serve into the blender, 678 00:32:24,917 --> 00:32:26,542 it actually starts to thicken it 679 00:32:26,542 --> 00:32:28,875 almost like the way you thicken whipping cream. 680 00:32:28,875 --> 00:32:31,375 So the soft serves takes on a thicker texture 681 00:32:31,375 --> 00:32:33,583 and is able to hold the mix-ins better. 682 00:32:36,375 --> 00:32:38,375 - [Narrator] Temperato's creation is like nothing 683 00:32:38,375 --> 00:32:40,417 customers can get at the grocery store. 684 00:32:41,375 --> 00:32:43,542 - It wasn't the same thing that Steve 685 00:32:43,542 --> 00:32:44,500 or Ben and Jerry was doing, 686 00:32:44,667 --> 00:32:47,375 'cause he wasn't just adding candy to ice cream. 687 00:32:47,375 --> 00:32:51,958 By taking these two ideas, mix-ins and soft serve, 688 00:32:51,958 --> 00:32:53,333 and blending them together, 689 00:32:53,458 --> 00:32:56,208 he was able to create a whole new type of frozen treat. 690 00:32:56,208 --> 00:32:58,167 - [Narrator] His creation will eventually become 691 00:32:58,167 --> 00:33:01,375 the most celebrated frozen treats in the world, 692 00:33:01,375 --> 00:33:06,208 growing the company's annual sales to over $5.5 billion, 693 00:33:06,208 --> 00:33:09,500 across 7,000 locations worldwide. 694 00:33:13,042 --> 00:33:15,458 - Sam has this great idea. 695 00:33:15,458 --> 00:33:19,625 He brings it to Harris Cooper, the CEO of Dairy Queen. 696 00:33:19,625 --> 00:33:22,333 - Ben & Jerry's are selling like crazy. 697 00:33:22,333 --> 00:33:24,500 Grocery stores can't stock them fast enough. 698 00:33:24,500 --> 00:33:28,083 - Okay, what does that have to do with Dairy Queen? 699 00:33:33,500 --> 00:33:35,750 (tense music) 700 00:33:42,875 --> 00:33:44,333 Hmm. 701 00:33:44,500 --> 00:33:47,208 - [Narrator] Despite the creation being well received, 702 00:33:47,208 --> 00:33:49,625 it's going to require substantial investment. 703 00:33:49,625 --> 00:33:51,542 - A milkshake machine isn't really designed 704 00:33:51,542 --> 00:33:54,000 to just plow its way through solid candy. 705 00:33:54,000 --> 00:33:56,125 - I can't mix this with a regular mixer. 706 00:33:57,042 --> 00:34:00,000 We need to create one from scratch 707 00:34:00,917 --> 00:34:02,542 and then put one in every store. 708 00:34:04,417 --> 00:34:06,167 - [Narrator] CEO Harris Cooper 709 00:34:06,167 --> 00:34:09,167 approves the development of a custom blender 710 00:34:09,167 --> 00:34:12,083 for each of their over 4,000 locations. 711 00:34:12,083 --> 00:34:13,958 - So they developed a special machine 712 00:34:13,958 --> 00:34:16,375 that would go down and pulverize the product 713 00:34:16,375 --> 00:34:20,042 and make everything together, mixing it as a unit. 714 00:34:20,042 --> 00:34:21,375 - Introducing new equipment 715 00:34:21,375 --> 00:34:24,625 to every Dairy Queen franchise location in America 716 00:34:24,625 --> 00:34:27,042 is a huge, huge investment. 717 00:34:27,042 --> 00:34:29,625 This is a big risk, right? 718 00:34:29,625 --> 00:34:31,875 They don't know if it's gonna be a success 719 00:34:31,875 --> 00:34:33,708 or a complete flop. 720 00:34:33,708 --> 00:34:34,958 - [Narrator] In 1985, 721 00:34:34,958 --> 00:34:37,333 Dairy Queen's answer to the mix-in craze 722 00:34:37,333 --> 00:34:39,625 is launched from coast to coast. 723 00:34:39,625 --> 00:34:42,042 - It's a little bit crazy, it's a little bit wild, 724 00:34:42,042 --> 00:34:44,792 and he appropriately names it the Blizzard. 725 00:34:46,208 --> 00:34:49,708 - Now you have this concept of the ice cream mix-in 726 00:34:49,708 --> 00:34:51,375 that has been transformed 727 00:34:51,375 --> 00:34:55,167 and made to consume by every drive-thru customer in America. 728 00:34:56,208 --> 00:34:57,417 - [Narrator] In a strategic move, 729 00:34:57,417 --> 00:35:00,292 they don't just use name brand candy, 730 00:35:00,292 --> 00:35:03,375 they officially partner with the brands themselves. 731 00:35:03,375 --> 00:35:07,875 - Because Dairy Queen is such a big and trusted brand, 732 00:35:07,875 --> 00:35:10,542 other brands like Oreos, Heath Bars, 733 00:35:10,542 --> 00:35:13,458 M&M's are more willing to work with them 734 00:35:13,458 --> 00:35:18,208 to get the free advertisement from being in their Blizzards. 735 00:35:18,208 --> 00:35:20,875 - And that spells trouble for Ben & Jerry's. 736 00:35:20,875 --> 00:35:23,208 (tense music) 737 00:35:24,208 --> 00:35:25,875 - [Narrator] Back in Vermont... 738 00:35:25,875 --> 00:35:27,375 - You can read this one. 739 00:35:27,375 --> 00:35:28,958 - [Narrator] Ben and Jerry are finding out 740 00:35:28,958 --> 00:35:30,417 that they don't have the same pull 741 00:35:30,417 --> 00:35:32,875 as a national powerhouse like DQ. 742 00:35:35,250 --> 00:35:36,625 - It's not fan mail. 743 00:35:37,833 --> 00:35:39,375 - Nabisco? 744 00:35:39,375 --> 00:35:42,708 - Dairy Queen has been selling their Oreo Blizzards 745 00:35:42,708 --> 00:35:46,708 because they have a direct relationship with Nabisco, 746 00:35:46,708 --> 00:35:47,958 the maker of the Oreo. 747 00:35:48,042 --> 00:35:52,000 While Ben and Jerry has been selling their Oreo mint flavor 748 00:35:52,000 --> 00:35:54,333 without Nabisco's permission. 749 00:35:54,333 --> 00:35:56,000 And now that Ben & Jerry's is becoming 750 00:35:56,000 --> 00:35:58,875 a more successful company, Nabisco says, 751 00:35:58,875 --> 00:36:02,792 "That is not how this cookie is gonna crumble." 752 00:36:02,792 --> 00:36:04,125 - [Narrator] But with Oreo Mint 753 00:36:04,125 --> 00:36:06,083 being one of their most popular flavors, 754 00:36:06,083 --> 00:36:10,208 its loss would signify a huge blow to the company 755 00:36:10,208 --> 00:36:12,500 unless they can come up with a replacement. 756 00:36:13,667 --> 00:36:16,292 - So Ben and Jerry are experimenting around 757 00:36:16,292 --> 00:36:18,417 with their own cookie recipes. 758 00:36:18,417 --> 00:36:20,250 And during this process, 759 00:36:20,250 --> 00:36:22,792 they have a game changing breakthrough. 760 00:36:26,208 --> 00:36:28,167 - [Narrator] Ben and Jerry are on the verge 761 00:36:28,167 --> 00:36:29,708 of unwittingly creating 762 00:36:29,708 --> 00:36:33,167 one of the most popular ice cream flavors in history. 763 00:36:38,458 --> 00:36:41,583 - [Narrator] No longer permitted to use the name Oreo, 764 00:36:41,583 --> 00:36:45,208 Ben and Jerry opt to lose Oreos entirely from their recipe. 765 00:36:45,208 --> 00:36:47,375 - All right. - We'll try it. 766 00:36:47,375 --> 00:36:49,208 - [Narrator] And create their own unique 767 00:36:49,208 --> 00:36:50,417 cookie flavored ice cream. 768 00:36:50,417 --> 00:36:54,042 - Ben and Jerry decided to combine ice cream 769 00:36:54,042 --> 00:36:57,417 with the batter that you would eat off of the mixer. 770 00:37:00,708 --> 00:37:03,583 - They actually developed a very complicated process 771 00:37:03,583 --> 00:37:07,417 for isolating chunks and making sure they didn't freeze solid, 772 00:37:07,417 --> 00:37:10,083 and still maintained their chewy consistency. 773 00:37:10,083 --> 00:37:12,417 - It's not just creamy, it's not just crunchy. 774 00:37:12,417 --> 00:37:16,292 It has that sort of sandy granularity of the sugar, 775 00:37:16,292 --> 00:37:18,833 so it gives you another texture to play with. 776 00:37:18,833 --> 00:37:20,792 - [Narrator] They give their ice cream masterpiece 777 00:37:20,792 --> 00:37:23,375 a straightforward name. 778 00:37:23,375 --> 00:37:25,042 - It's called Chocolate Chip Cookie Dough 779 00:37:25,042 --> 00:37:27,083 'cause it's cookie dough! 780 00:37:27,083 --> 00:37:28,667 It's the real deal. 781 00:37:28,667 --> 00:37:31,042 And to me, that so embodies what Ben & Jerry's is all about. 782 00:37:31,042 --> 00:37:32,625 - That is very, very smart 783 00:37:32,625 --> 00:37:35,792 and very, very evil all at once. 784 00:37:35,792 --> 00:37:39,208 - And it speaks to the fun, snacking, 785 00:37:39,208 --> 00:37:41,042 naughty kid in all of us. 786 00:37:41,042 --> 00:37:44,417 I mean, yeah, making chocolate chip cookies is fun. 787 00:37:44,417 --> 00:37:46,667 But eating cookie dough? 788 00:37:46,667 --> 00:37:49,875 Man, that's proof God loves us and wants us to be happy. 789 00:37:49,875 --> 00:37:52,208 - They created an iconic ice cream flavor 790 00:37:52,208 --> 00:37:55,167 that is now one of the great ice cream flavors. 791 00:37:55,167 --> 00:37:56,667 - [Narrator] As Ben and Jerry 792 00:37:56,667 --> 00:37:58,875 continue pioneering ice cream mix-ins... 793 00:37:58,875 --> 00:38:01,583 (tense music) 794 00:38:01,583 --> 00:38:05,000 Meanwhile, Dairy Queen's newly released Blizzard, 795 00:38:05,000 --> 00:38:10,000 which sells for only $1.29, becomes an instant sensation. 796 00:38:10,000 --> 00:38:11,667 - There you go. 797 00:38:11,667 --> 00:38:14,875 - Customers love seeing their favorite name brand candies 798 00:38:14,875 --> 00:38:16,542 that they could mix in, 799 00:38:16,542 --> 00:38:19,583 like Butterfinger, and Oreos, and Heath. 800 00:38:19,583 --> 00:38:22,583 And of course, M&M's, always M&M's. 801 00:38:22,583 --> 00:38:25,875 - They were used to this very light and creamy soft serve, 802 00:38:25,875 --> 00:38:29,875 but the Blizzard is a heavier, denser product 803 00:38:29,875 --> 00:38:32,667 filled with these chunks of candy and cookies. 804 00:38:33,583 --> 00:38:35,208 - [Narrator] Temperato's innovation 805 00:38:35,208 --> 00:38:37,042 turns Dairy Queen's business around. 806 00:38:37,042 --> 00:38:38,375 - Have a nice day. 807 00:38:38,375 --> 00:38:40,708 - It is so popular that within the first year, 808 00:38:40,708 --> 00:38:45,833 175 million Blizzards are sold in the United States. 809 00:38:45,833 --> 00:38:47,000 How is this possible? 810 00:38:47,000 --> 00:38:51,542 It is a testimony to how widespread Dairy Queen is 811 00:38:51,542 --> 00:38:53,292 all over the country. 812 00:38:54,708 --> 00:38:57,500 - Dairy Queen was hardly the first shop 813 00:38:57,500 --> 00:39:00,917 to mix in candies and cookies into their ice cream. 814 00:39:00,917 --> 00:39:03,042 We saw Steve Herrell do it. 815 00:39:03,042 --> 00:39:04,542 We saw Ben and Jerry do it. 816 00:39:04,542 --> 00:39:08,000 But Dairy Queen was the biggest chain to do it, 817 00:39:08,000 --> 00:39:10,000 and this really put mix-ins on the map. 818 00:39:11,042 --> 00:39:13,250 - [Narrator] It's a treat that pushes Dairy Queen 819 00:39:13,250 --> 00:39:15,500 to become a multi-billion dollar company 820 00:39:15,500 --> 00:39:18,583 and spurs a whole raft of copycats. 821 00:39:18,583 --> 00:39:21,750 - The Blizzard sets off a whole new craze 822 00:39:21,750 --> 00:39:25,042 with similarly, meteorologically cold names 823 00:39:25,042 --> 00:39:28,875 from the Carvel Carvalanche, Friendly's Cyclone, 824 00:39:28,875 --> 00:39:30,375 the McDonald's McFlurry, 825 00:39:30,375 --> 00:39:33,375 and the Baskin Robbins 31 Below. 826 00:39:33,375 --> 00:39:37,000 Its mix-ins blended in, in a brand new way. 827 00:39:38,542 --> 00:39:41,542 - [Narrator] In the 1990s, Ben & Jerry's flavor innovations 828 00:39:41,542 --> 00:39:45,542 propel their sales to a whopping $97 million, 829 00:39:45,542 --> 00:39:48,542 a tenfold jump in just six years, 830 00:39:48,542 --> 00:39:52,833 cementing their status as a household name across the US. 831 00:39:52,833 --> 00:39:56,167 - Ben & Jerry's impact on the ice cream industry at large 832 00:39:56,167 --> 00:39:57,583 was huge. 833 00:39:57,583 --> 00:40:00,125 People now, when they go to the grocery store, 834 00:40:00,125 --> 00:40:03,042 instead of just picking up a plain tub of ice cream, 835 00:40:03,042 --> 00:40:05,125 they're looking for fun flavors. 836 00:40:05,125 --> 00:40:07,292 - There's very much the vibe of, 837 00:40:07,292 --> 00:40:09,042 "This ain't your grandma's ice cream." 838 00:40:09,042 --> 00:40:13,458 Can get a peanut butter filled pretzel, a chunk of banana, 839 00:40:13,458 --> 00:40:18,417 a piece of ice cream cone, little chocolate fish. 840 00:40:18,417 --> 00:40:20,583 And flavors like Half Baked and Phish Food 841 00:40:20,583 --> 00:40:23,042 and Wavy Gravy, Americone Dream. 842 00:40:24,333 --> 00:40:27,417 - By 2000, Ben & Jerry's is so successful 843 00:40:27,417 --> 00:40:29,292 that they sell to Unilever, 844 00:40:29,292 --> 00:40:31,708 a massive multinational corporation, 845 00:40:31,708 --> 00:40:35,208 to the tune of $326 million. 846 00:40:35,208 --> 00:40:38,042 - Today, Ben & Jerry's is distributed to 38 countries 847 00:40:38,042 --> 00:40:40,542 in up to 75 available flavors. 848 00:40:40,542 --> 00:40:43,042 They have over 600 scoop shops worldwide, 849 00:40:43,042 --> 00:40:45,583 and they churn out 400 pints of ice cream 850 00:40:45,583 --> 00:40:47,208 every single minute. 851 00:40:47,208 --> 00:40:49,500 - No one's reached their heights. 852 00:40:49,500 --> 00:40:52,792 I mean, it's Ben & Jerry's and they're still, to me, 853 00:40:52,792 --> 00:40:56,417 in terms of a premium mix-in ice cream, the bar, 854 00:40:56,417 --> 00:40:57,875 the bar to reach. 855 00:40:58,000 --> 00:41:01,833 - [Narrator] Although Samuel Temperato passed away in 2006, 856 00:41:01,833 --> 00:41:04,417 his contributions left an indelible mark, 857 00:41:04,417 --> 00:41:07,833 affirming his status as the King of Dairy Queen. 858 00:41:07,833 --> 00:41:11,333 - Sam took this idea that had originated in New England, 859 00:41:11,333 --> 00:41:13,625 and he introduced it to ice cream lovers 860 00:41:13,625 --> 00:41:15,375 on a much larger scale. 861 00:41:15,375 --> 00:41:17,042 And today, everyone is familiar with 862 00:41:17,042 --> 00:41:19,333 these ice creams with mix-ins in them. 863 00:41:19,333 --> 00:41:20,708 - [Narrator] Today, Dairy Queen 864 00:41:20,708 --> 00:41:24,125 has annual revenue of $3.6 billion, 865 00:41:25,250 --> 00:41:26,958 but it was a little known cabbie 866 00:41:26,958 --> 00:41:29,875 who laid the foundation for the ice cream revolution. 867 00:41:29,875 --> 00:41:32,208 - Steve Herrell doesn't have as much name recognition 868 00:41:32,208 --> 00:41:34,667 as, let's say, Ben & Jerry, 869 00:41:34,667 --> 00:41:36,333 but he's arguably just as influential 870 00:41:36,333 --> 00:41:37,708 in the world of ice cream. 871 00:41:37,875 --> 00:41:40,792 If you've ever eaten ice cream with a Heath Bar mixed in, 872 00:41:40,792 --> 00:41:44,583 or cookies and cream, then you've tasted his legacy. 873 00:41:44,583 --> 00:41:48,542 - Without Steve, there would be no Ben & Jerry's 874 00:41:48,542 --> 00:41:51,167 and flavors like Half Baked and Phish Food, 875 00:41:51,167 --> 00:41:53,542 and there might not be something like the Blizzard. 876 00:41:53,542 --> 00:41:55,208 While Steve Herrell doesn't have 877 00:41:55,208 --> 00:41:58,292 the vast financial success of Dairy Queen or Ben & Jerry's, 878 00:41:58,292 --> 00:42:02,042 he follows his heart to live a much simpler way of life. 879 00:42:02,042 --> 00:42:06,958 But after a few years, he feels the ice cream itch 880 00:42:06,958 --> 00:42:09,542 and he opens another ice cream shop. 881 00:42:09,542 --> 00:42:10,875 - [Narrator] Steve's second shop, 882 00:42:10,875 --> 00:42:12,958 Herrell's in Northampton, Massachusetts, 883 00:42:12,958 --> 00:42:16,083 continues to serve mix-ins to this day. 884 00:42:16,083 --> 00:42:18,875 - And it's not unusual to pop in and see 885 00:42:18,875 --> 00:42:23,833 what many call the godfather of 20th century ice cream, 886 00:42:23,833 --> 00:42:26,500 standing right there, saying, "One scoop or two?"