The traditional 99 ice cream with a Flake has reached a staggering £7 at a vendor outside the British Museum in London, sparking outrage among households already facing soaring summer costs. A survey of 2,000 British parents commissioned by Aldi reveals families are now spending £50 per child on ice cream during the six-week summer holidays this year.
Survey reveals average costs and regional extremes
According to the Aldi-commissioned survey, the average cost of a 99 across the UK is £2.65. However, prices vary dramatically depending on location. A separate survey of 33 seaside resorts by credit card company Zable found that a single-scoop cone in Porthmadog, north Wales, costs £3.85, while the London vendor charges double that for a 99 with a Flake.
While most 99s are sold for between £2 and £4, this still represents a significant increase from the 99p price that was the established norm in the 1990s. The rise has been attributed to a combination of factors, including inflation, supply chain pressures, and changing global demand for key ingredients.
Industry experts explain the price surge
Catherine McNeil, director of operations at the Ice Cream Alliance (ICA), told the Daily Mail: "Like many industries, the ice cream sector has faced significant cost pressures over the past decade. From the ingredients that go into the ice cream to the fuel that keeps the vans moving, almost every part of serving a 99 has become more expensive."
McNeil explained that dairy and ingredient prices have risen "substantially," with milk, cream, and sugar all affected by inflation and changing global demand. The cost pressures are not limited to ingredients; ice cream vans also face rising diesel and electricity prices, which are necessary to keep products cool while travelling.
Location plays a key role in pricing
James Goforth, product manager at Zable, noted that ice cream prices can vary "dramatically" according to location. He said: "At the most expensive destinations, a simple treat for a family of four can cost upwards of £15 for a single scoop each - and that is before you factor in travel, parking, food, and everything else that comes with a day at the beach."
Goforth added: "Some of the smallest seaside villages in the country are charging prices that rival the most visited coastal cities - a reflection of just how much limited competition, rather than tourism demand alone, can shape what we pay, even for something as simple as an ice cream."
Environmental factors add to costs
Milk and chocolate are among the five most climate-impacted foods, according to a recent report from the Energy and Climate Intelligence Unit thinktank. This environmental impact is driving up costs as producers face pressure to adopt more sustainable practices, which often come with higher price tags.
The combination of ingredient inflation, energy costs, and environmental pressures has created a perfect storm for ice cream prices. For families, this means the summer treat they once took for granted has become a significant budget item, with the Aldi survey suggesting parents are forking out £50 per child over the holidays.
What this means for consumers
The price hike has sparked outrage, particularly as the 99 has long been seen as an affordable British staple. With the average 99 now costing £2.65, and some vendors charging far more, consumers are feeling the pinch. The British Museum vendor's £7 price tag is a stark example of how much prices can vary, even within the same city.
As the summer holidays continue, families are advised to shop around for the best deals, as prices can differ significantly even between nearby vendors. The ICA and Zable both highlight that while some areas are more expensive, others still offer reasonable prices, making it worth comparing before buying.
