Steve’s Ice Cream popularized the mix-ins concept in the 1970’s. Cold Stone Creamery franchises are capitalizing on it nowadays. Steve Herrell, the founder of Steve’s stayed out of the ice cream business only as long as he was told to. A month after the non-compete clause in his agreement with the buyers of Steve’s expired, he opened Herrell’s. There he uses his original recipes and offers Smoosh-Ins, kinda sorta exactly like the old Steve’s Ice Cream. Mmmm.