THOUSANDS of sweet treats were handed out to celebrate an ice cream business’ 100th birthday
Wall's ice cream company had a procession of ice cream vans through the city before ending up on the seafront.
It celebrated yesterday at Hove Lawns in 30C heat with a variety of games, music and more than 15,000 ice creams.
Hundreds of people could be seen enjoying the event, which also had a flash mob. A plane also flew over the city with the message “happy 100th birthday to Wall's".
Cornetto’s and ice lollies were handed out, while one person said they would like to have seen a “classic Mr Whippy soft serve” on offer.
Horacio Cal, ice cream marketing director at Unilever UK and Ireland spoke before the event.
He said: “We’re proud to say that our iconic red heart has been delivering happiness and smiles to Britons far and wide for over a century.
“We’re very much looking forward to celebrating our birthday this summer in the most British way possible – with ice cream by the seaside in Brighton. Come rain or shine, make sure you head down and celebrate, on us.”
Founded in 1922 by Thomas Wall, the brand became known for its green tricycles rolling through the streets serving up delicious desserts, and by 1935, 4,000 covered the greater part of England and Wales.
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