When Hannah Twiggs asked last week why Britons will happily pay £5 for an artisan gelato but baulk at £3.50 for a Mr Whippy, Independent readers had plenty to say in defence of the humble 99.
Many argued that gelato has simply been dressed up as luxury – tasteful tubs, provenance and a queue – while soft serve takes the blame for costs it never really controlled: flakes, fuel, insurance and pitch fees among them.
