Question of the Day - 20 July 2019

We can't really call it a secret: It's a perennial winner of "Best Ice Cream" honors in the Las Vegas Review-Journal's popularity poll; it's been in the same location and in the hands of the same family since 1973; and it serves the creamiest, silkiest, sweetest frozen concoction this side of Margaritaville.

On the other hand, it's housed in a little shack a half-block east of Las Vegas Blvd. and a half-block north of the Stratosphere on Oakey, where most of the action is at the walk-up window, so it's not exactly an architectural standout in a highly visible location. 

So it's a matter of whether or not you know about it, but once you find it, we can confidently predict you'll visit it again and again if frozen desserts are your thing. 

Custard is a variation of ice cream. It has an egg base, so it contains less sugar and milk fat and no ice crystals. Less air is whipped in, so it’s richer and melts more slowly.

Luv-It's custard is prepared fresh daily from secret family recipes that date back nearly 50 years. There are 20 flavors, everything from "sin-a-buns" and root-beer float to chocolate pretzel and apple spice; lemon is the local fave. Everything is made fresh daily, with vanilla and chocolate and at least two additional flavors available every day; check the Luv-It Frozen Custard's from our website where you can read a review, see the hours, their menu, and access their website for more information.

Also on the website, you'll find a long list of rave reviews in local and national publications about Luv-It's custard, including bits about its long history, custard production, and personal testimonials.

Luv-It's custard is a bit pricey, perhaps 20%-30% more expensive than regular ice cream, but it's well worth it. Luv-It also serves 20 different sundaes, plus malts, shakes, and floats. The custard is also served in cones, cups, and hard-packed pints, quarts, and half-gallons; the signature menu items include Luv Sticks (frozen custard bars on a stick, available in all flavors) and chocolate-covered frozen bananas.