Irvine Robbins is Cold as Ice Cream

Irvine Robbins, co-founder of Baskin-Robbins whose penchant for creating unusual ice-cream flavors helped push post-World War II America far beyond its chocolate-vanilla-strawberry tastes, has died. He was 90. Robbins, who opened his first ice-cream shop in 1945 in Glendale, died Monday of complications related to old age at Eisenhower Medical Center in Rancho Mirage, said his daughter, Marsha Veit.

With his brother-in-law and partner, Burton Baskin, Robbins displayed a keen sense of fun and a flair for marketing that helped turn some of their frozen treats into cultural touchstones. When the Dodgers came to Los Angeles in 1958, they were greeted with Baseball Nut, complete with raspberries for the umpires. Lunar Cheesecake was launched the day after man landed on the moon in 1969. At the height of Beatlemania in 1964, a reporter asked Robbins what flavor would salute the Fab Four; Baskin-Robbins had yet to invent one, but Robbins replied, "Uh, Beatle Nut, of course" and had it in stores in five days.

We think the company should make a new flavor honoring Robbins. Call it Chocolate Corpse.

[Los Angeles Times]