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[Elias Brothers’ placemats]

The Elias Bros. restaurant chain has been pushing an ice cream substitute for a number of years, originally called Yodolo. Over the last decade, the name has changed numerous times, for unknown reasons. The first time this happened, there was a small note on the menu to assuage wary consumers: “Vitari (formerly Yodolo).” Then, in quick succession, it was changed to “Smucker’s Fruitage,” “No-No,” and the curiously generic “fat-free non-dairy frozen dessert.” Commonly implemented with people or objects undergoing a deep identity crisis. “The artist formerly known as Prince formerly Vitari formerly Yodolo.”

Jeff Stendec (March 25, 1988)

Tags: print