We’re selling ‘Britain’s cheapest 99 ice-cream’ to beat the cost of living – the price some sellers charge is ridiculous
A SEASIDE store reckons it is selling Britain's cheapest 99 ice cream - for just 99 PENCE.
Owners Andy and Julie Sweetman decided to slash the price of their '99' cones to just 99p during the summer cost of living crisis.
The move came to make sure everyone could afford a cooling ice cream on a sunny day at the beach.
The couple launched the trial campaign called '99 for 99' in response to soaring cost of living prices - with other ice cream sellers reportedly selling for up to £5 in tourist hotspots.
They have been running The Beach Shack overlooking the stunning beach in Pendine, Carmarthenshire, for five years.
Andy said: "We do free sauces and sprinkles anyway, which a lot of people don’t do - they charge for them.
"And we just thought maybe this would by a good promotional thing, but also we could do it so that it's accessible for everybody.
"Last year, I was doing a small Whippy for £1.50. At the moment, a small Whippy is £2.50, which is still competitive and you get a pretty nice ice cream for that.
"But if you come to our shop - as I’m sure that most of our customers would tell you, you will get an ice cream worth your money."
Andy said he was excited to launch the business' new campaign.
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He said: "If we are doing 99 for 99 then it will be busier I would have thought. I'm going to make sure I have plenty of mixture before I go. We'll see how it goes."
The gift shop also sells buckets and spades, inflatables and balls for families heading to the beach.
Andy added: "I’ve noticed - not as much as with Whippy ice cream, but scoop ice cream has gone up this year and the nice waffle cones are really expensive.
"At the end of the day, as much as you want to give value for money - and we do try and give value for money, you’ve still got to try and make money as well, haven’t you?
"It’s a difficult balance. Pricing going up has definitely had an effect on us as a business."
The 99 ice cream never got its name because of the cost in the first place, despite what many people believe.
Cadbury introduced the first ever flake 99 in the 1920s, when the cost was much closer to 1p than 99p.
Families across the country have been forced to look for ways of getting away for a few days without breaking the bank.
Some families are opting to take picnics with them on trips out rather than eat out in cafes and restaurants.
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Households have been hammered by price inflation over the last year. The Russian invasion of Ukraine stoked fuel and food price inflation which forced families to pay more for everyday essentials.
