Dozens of shoppers queued for several hours to collect free frozen desserts from the Ben and Jerry’s shop on Brighton’s Bond Street this Saturday (April 14), marking the company’s annual Free Cone Day event.

The beloved ice cream company offered unlimited portions from its Brighton branch to celebrate its yearly tradition of thanking devoted customers.

The custom originated in 1979 when creators Ben Cohen and Jerry Greenfield introduced the giveaway to acknowledge the people of Burlington, Vermont – where the business operates. The company, founded in 1978, aimed to show gratitude to backers who assisted them during their first cold season in Vermont, enabling the enterprise to survive despite temperatures dropping to -25°F (-32°C).

The programme has grown to include outlets in 13 countries worldwide.

This year, the firm aims to exceed its 2023 figure by providing over one million complimentary servings internationally.

Among the five British branches taking part are shops in London, Edinburgh, Peterborough, and Windsor, with Brighton serving as the southernmost location.

Enthusiasts hoping to secure popular selections including chocolate fudge brownie and cookie dough started assembling 20 minutes before the midday opening, with the line wrapping around Bond Street throughout the day.

Workers anticipated dishing out roughly 1000 portions prior to closing.

Jochanan Senf, chief executive of Ben and Jerry’s, explained that Free Cone Day is all about the company’s fans. It is their way of saying thank you with an international moment of togetherness. They want to hand out 1 million and one free scoops of ice cream across the globe to spread a little joy on the best unofficial holiday of the year. That quantity of free cones would be 17 times the height of Mount Everest, or reach one third of the way to space.