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Mr Whippys across the country (careful, Ed) raised a cone with a flake at the news the Department for Food and Rural Affairs has tripled the time they can play their ‘stop me and by one jingles' from four to 12 seconds.

According to the National Caterers' Association, the number of vans peddling frozen wares has dwindled from 20,000 in the 1950s to barely 5,000 now. Dying businesses run by lone men in vans had no chance against the might of supermarkets selling Magnums, Cornettos and Diary's cheaper alternative, Mini Milk, in value packs.