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Jessica Schneider is loaded for bear — with a donut.

Schneider, the Midtown grandee and owner of Junkee Clothing Exchange, opened Simple Ice Cream Sandwiches last summer in a space scooped from the south end of her 18,000-square-foot Junkee building.

But with the recent opening of two Baked Bear ice cream sandwich franchises (one in south Reno, one in Sparks), and the rumored debut of at least two more, Schneider is refashioning her concept, turning Simple Ice Cream Sandwiches into World Famous Donut Ice Cream Sandwiches.

Instead of Rounds Bakery cookies, local DoughBoys Donuts will do most of the sandwiching. Ice cream from Hoch Family Creamery of Minden remains as the filling, in about a dozen flavors.

(Baked Bear also does donut and brownie ice cream sandwiches, but its focus is the cookie version.)

“Competition is good and it’s healthy and I wish everyone the best. I’m just revamping,” Schneider said of the change. “My gut instinct at the very beginning was to do donut sandwiches, so this was meant to be.”

Sweet passwords

Schneider has long been a disciple of the donut.

Donuts are her favorite food. “A maple bar is not safe around me,” she said.

Most of her passwords relate to donuts. Her beagle is named Donut. He’s going to be the mascot for World Famous Donut Ice Cream Sandwiches, where donut curtains and a mannequin with a donut bowtie already have been installed. More branding changes are set for the next few weeks, including a new sign.

Every day, DoughBoys is delivering fresh donuts, mainly classic glazed, but also chocolate glazed, maple and some other flavors, Schneider said. She recommended a basic glazed with a scoop of coconut or coffee toffee ice cream.

“That coffee taste with a warm donut is . . . amazing,” she said, pausing to savor the sense memory.

100 donuts

Cookies haven't entirely disappeared from the menu. For the time being, Schneider is keeping peanut butter chocolate chip cookies from Rounds on the menu for folks who still want a cookie ice cream sandwich.

Beginning 10 a.m. Jan. 16, Martin Luther King Day, World Famous Donut Ice Cream Sandwiches is giving away 100 DoughBoys glazed donuts to celebrate the MLK sale at Junkee Clothing Exchange. The sale begins at 11 a.m. and features items for $2.

World Famous Donut Ice Cream Sandwiches is at 960 S. Virginia St., at Junkee Clothing Exchange. Call 775-322-4604 or visit the shop on the web.

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