Klondike's recent announcement that they were discontinuing the Choco Taco sent shock waves through social media.
Rumors swirled on social media after an ice cream truck owner in New York posted a picture of a headstone and a screenshot of an email he received from Klondike saying that "ChocoTacos has (sic) been discontinued."
Unfortunately for fans who've grown up with the taco-shaped ice cream treat since it was created in 1984, it was true. Or was it? Klondike's public relations firm had confirmed the bad news to Cheapism via email. Both individual and four-count packages, which were sold at places like amusement parks, zoos, convenience stores, and the occasional grocery store, were said to be on the chopping block.
According to the company, it was due to an "unprecedented spike in demand across our portfolio" over the last two years, which forced it "to make very tough decisions to ensure availability of our full portfolio nationwide." Getting rid of the Choco Taco — which the company itself calls "beloved," mind you — was a "necessary but unfortunate part of this process."
Reading between the lines, it's likely that labor shortages, supply chain and logistical issues, and the rising costs of goods since the pandemic started all played a role in stomping out the legendary dessert taco. Anecdotally, the Choco Taco has always seemed to be one of the most popular ice cream treats around, spurring strong nostalgic emotions from many fans, especially millennials.
But now, Klondike may be reversing its decision — at some point. The company tweeted this week, "We've heard our fans, and we're hoping to bring this favorite treat back to ice cream trucks in the coming years!" Given its top-tier status in the pantheon of frozen novelties, could this actually be a marketing ploy by Klondike to drum up long-term sales, similar to how everyone loved "classic" Coca-Cola after the New Coke fiasco? We'd rather companies not play with our emotions like that, but at least that'd mean we're getting it back. Though Klondike claims this was never a stunt and always a production challenge, the response is challenging the company's decision. "The overwhelming support for Choco Taco has certainly made us reconsider our long-term plans," Klondike said in a statement on Friday. "The team is working on a plan to bring it back, though it may take some time."
I want to address the rumors: I’m really being discontinued, it’s not a PR stunt. I knew you loved me, but not THIS much. While I reflect on this outpouring of support, we are discussing next steps, including what to do with the last 912 (we counted) tacos at HQ. Stay tuned… pic.twitter.com/7tswyPVb5c— Klondike (@Klondikebar) July 28, 2022