Word: gelati
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...Beverly Hills, Marina del Rey, Studio City and other communities. Some of the stores, notably the dozen or so high-tech outlets owned by the San Francisco-based Gelato Classico chain, cannot meet the demand. Some, like A1 Gelato in Elmwood Park outside Chicago and the art deco Gelati per Tutti on Hollywood's trendy Melrose Avenue, have become landmarks, packing in the pilgrims as thick as the product. In hundreds of supermarkets, brightly colored gelato containers nestle next to such top-of-the-line American brands as Breyers and their pseudo-Scandinavian cousins, Häagen-Dazs...
...prices can be deceptive. A pint of Baskin-Robbins at $2.35 contains 50% air. Tartufo's gelato at $2.49 has 9% air. Most of the gelati are made with expensive imported equipment and costly ingredients, such as vanilla extract at $55 a gallon. Some of the recipes call for painstaking manufacture. The Geláre mix is quickly cooled, "aged" in tubs, churned and finally frozen to 20° F below zero over a 24-hour period...