The death of the 99 Flake? How Brits are now shelling out up to £7 each for rip-off cones

Ice cream vendors across Britain have raised prices dramatically this summer, with some charging up to £7 per cone for classic 99s, sparking outrage among customers. On a sweltering 28°C day in July, the Daily Mail observed rising prices in central London, particularly in the Royal Parks, where ice cream stands and trucks have become symbols of inflation. Prices for single scoops of Mr Whippy-style ice cream in cones have climbed above £4 in central London, with the most expensive offering being a double scoop of gelato priced at £6.10. A family of four now faces a bill of up to £26 for a round of ice creams, while even a simple Fruit Pastille lolly has reached nearly £5. This surge comes despite ice cream sales hitting £120 million in June, nearly double the previous year’s total. Despite these gains, vendors have not kept prices stable, citing higher costs for cream as a primary reason. One vendor, operating a Mr Whippy cone stand, acknowledged the price increases, stating, “We’ve all put our prices up this year.” This sentiment reflects a broader trend within the industry, where operators admit to hiking charges due to increased ingredient expenses. A couple from Reading, visiting London for the day, found themselves paying £8 for two scoops, noting that the cost was significantly higher than what they would encounter in supermarkets. Colicci, a prominent ice cream chain based in London, operates several kiosks in the Royal Parks, including six permanent stations that serve coffee, cakes, and other refreshments. During the summer months, three vintage ice cream trucks join the mix. The company maintains a monopoly over refreshment services in the parks, which limits competitive pressure and discourages price reductions. In Hyde Park, the cheapest Mr Whippy option has risen to £3.70 for a single scoop without flake. A Canadian family visiting London opted to share one ice cream among three members, highlighting the affordability concerns. One parent remarked, “We get ice cream a lot, but it seems a little more expensive here.” They noted that the cost of a single scoop with flake was comparable to what they would pay in Canada, though the exchange rate was less favorable. At a kiosk near the North Serpentine Gallery, a couple chose packaged alternatives, such as a Solero and a classic Magnum, yet still faced steep pricing. The wife expressed frustration, saying, “It’s absolutely extortionate. You could get four from a supermarket for the same price.” Employees at Colicci’s kiosks have also noticed the impact of rising prices on customer behavior. A 25-year-old worker shared that potential buyers often hesitate upon seeing the prices, especially for the pricier gelato options. She recounted an instance where a customer refused to purchase a £6.10 double scoop, leaving the staff with unsold product. Despite the high prices, some premium items remain popular. Nutella waffle sundaes, available at select kiosks, exceed £7 but are considered better value than standard scoops. While the situation continues to draw criticism, vendors maintain that the current pricing reflects the realities of running businesses in high-demand locations. As the season progresses, it remains unclear whether prices will stabilize or continue to climb.