The Cold Stone / Baskin-Robbins Ice Cream War

At Cold Stone Creamery, customers can blend cookies, candy and other treats into their favorite ice cream -- and people are lining up to sample the goods. Mixing ice cream ingredients that customers order, Cold Stone's sales and stores have doubled in the past two years. The chain is now second only to Baskin Robbins.

But the success of the Cold Stone franchise has prodded Baskin-Robbins to update its image to maintain its longstanding popularity and 98% brand recognition. A bona-fide ice cream war is heating up.

NPR's Steve Goldstein of station KJZZ in Phoenix reports on the cold war (listen to audio).