A seaside town in the UK is selling traditional 99 ice cream cones for just 99p, and with the cost of ice cream on the rise, Brits are racing to visit the location15:48, 01 Jun 2026One of life's simple pleasures during hot summer weather is indulging in a refreshing ice cream while basking in the sunshine. Ice cream vans and cafes serving the chilled delicacy are an iconic feature along Britain's coastline and seaside towns, and when the weather's fine, seafronts become packed with people desperately attempting to devour their frozen treat before it dribbles down their fingers.‌However, following the heatwave that struck the UK in late May, social media erupted with complaints about ice cream pricing, which appears to have soared dramatically in recent years. The nation's favourite, a 99, has surged to as much as £6 in certain locations for a simple swirl of vanilla ice cream in a cone topped with a flake.‌If you're craving an ice cream but refuse to fork out eye-watering sums for the privilege, there's one destination in the UK committed to selling 99s for just 99p - and it's particularly welcome news if you're based in Essex.‌Adventure Island, a free-entry theme park in Southend-on-Sea, has announced they're currently serving "proper seaside 99s" at their ice cream parlour, The Ice Cream Club, for a mere 99p.In an Instagram video, they said: "We've made our ice creams, our 99s, for 99p. We're outside The Ice Cream Club on Southend seafront. It's right across from the beach, just next to the Sealife Adventure. It's a great spot, and the sun is shining."Content cannot be displayed without consent‌The clip featured several satisfied customers who praised the ice cream as creamy and utterly delicious, with one man even declaring it the best he's "ever had" - and he parted with less than £1 for his portion.If you're a regular at Southend seafront and hold an annual pass for Adventure Island or Sealife Adventure, you can grab yourself an even sweeter deal, as pass holders can pick up their 99s for just 79p.Commenters on the post were absolutely stunned by the remarkably low price, with many vowing to make a beeline for Southend to get their hands on the wallet-friendly treat at the earliest opportunity.‌One person said: "I haven't been to Southend in years. I think it's time to give it a go!"Another added: "Best idea ever."A third lamented: "Amazing price, I paid £4 the other day!"‌How did 99s get their name?There's a widespread misconception that the classic 99 - consisting of soft-serve ice cream in a cone topped with a Cadbury's Flake - earned its name because it once cost just 99p. That's actually wide of the mark, so what is the story behind the peculiar name?The honest answer is that nobody truly knows. Countless theories surround the enigmatic title, yet none have ever been officially confirmed. We do know the price theory holds no water, as the 99 has carried that name since approximately 1930 — well before decimalisation, meaning nothing would have been priced at 99p.The name can be traced back to at least 1935, when Cadbury launched a shorter version of its Flake bar, specially crafted for the ice cream trade. This particular bar was dubbed a Flake 99, though the reasoning behind the name remains a mystery.Article continues belowEven the Oxford English Dictionary is unable to shed light on the origins of the ice cream's name, stating: "The reason for the name is unknown ... the application to the chocolate may not precede its application to the ice cream. The suggestion that something really special or first class was known as '99' in allusion to an elite guard of 99 soldiers in the service of the King of Italy appears to be without foundation."Whatever the story behind its name, one thing is absolutely certain - they're utterly irresistible!