Perché i tuoi 99 ora costano fino a £7: i venditori di gelati reagiscono alle critiche per l'aumento dei prezzi e dicono che è lo stesso che pagare £ 5 per un caffè da asporto

Ice cream vendors in the United Kingdom are defending sharply increased prices for classic "99" cones, traditionally priced at around 99p, as they argue that rising operational costs make the higher charges necessary. Some vendors now charge up to £7 for the treat, a dramatic increase from historical rates. Industry representatives claim the surge reflects broader economic pressures, including inflation, supply chain issues, and rising energy and labor expenses. The price hike has sparked public debate, particularly after reports emerged that a van near the British Museum in London was charging £7 for a 99. This follows similar instances, including a vendor at the British Grand Prix at Silverstone who sold 99s for £5. According to a recent analysis by credit card company Zable, the highest average price for a single scoop cone in Britain is £3.85 in Porthmadog, North Wales, with other cities like Brighton and New Brighton following closely behind. In contrast, Barton-on-Sea in Hampshire offers the lowest price at £1.95. Catherine McNeil, director of operations at the Ice Cream Alliance (ICA), attributed the price increases to a range of factors affecting the entire supply chain. She noted that the cost of key ingredients such as milk, cream, sugar, and imported items like vanilla, cocoa, and coconut has risen substantially due to inflation and shifting global demand. These ingredients are essential components of traditional ice cream flavors and are increasingly subject to volatility in international markets. Fuel and energy costs have also climbed, impacting the operation of ice cream vans. Refrigeration is crucial to maintaining product quality, and with rising diesel and electricity prices, the cost of keeping an ice cream van functional has grown significantly. Operators must frequently move between locations, adding to transportation expenses. Labour and operating costs have further strained the industry. Wages and National Insurance contributions have increased, raising the financial burden on small business owners. Additionally, maintaining high standards of food hygiene and adhering to health and safety regulations add to overheads. Street trading license fees and pitch fees, which vary depending on location, represent additional expenses for vendors. Despite these challenges, McNeil emphasized that demand for the traditional 99 remains robust. She highlighted the emotional connection many people have with ice cream vans, noting that the nostalgic experience of hearing the familiar jingle and rushing to purchase a treat is hard to replicate in a supermarket setting. The personal interaction and fresh service offered by vendors contribute to the enduring appeal of buying ice cream directly from a van or independent shop. The ICA pointed out that while the price of a 99 has risen dramatically, it is comparable to the cost of a takeaway coffee, which typically ranges from £4 to £5. This comparison aims to contextualize the increase within the broader landscape of rising consumer goods prices. However, critics argue that the jump in ice cream prices is disproportionate, especially considering the treat’s long-standing affordability. Zable’s James Goforth acknowledged the wide variation in ice cream pricing across different regions, attributing this disparity to local market conditions, competition, and operational costs. He suggested that while some areas see relatively low prices, others reflect the full extent of the economic pressures facing the industry. As the debate continues, vendors remain firm in their stance that the current prices are necessary to sustain their businesses amid ongoing economic uncertainty. Meanwhile, consumers are left navigating a landscape where once-affordable treats have become significantly more costly.