Amid the third heatwave of the year in the United Kingdom, some ice cream vendors have raised prices on popular treats, with reports of a 99 Flake cone being sold for as much as £6 in central London. The inflated cost was observed at a mobile vendor stationed outside the British Museum, a major tourist destination, where the seller justified the price by citing high demand and competition, noting that other vendors reportedly charge £7 or more for similar items.

Across central London, the majority of ice cream vans were found to charge around £5 for a 99 Flake, a price point that has drawn criticism from visitors. An American couple visiting from New Jersey expressed surprise at the cost, with one remarking that the price translates to more than eight U.S. dollars. Meanwhile, a security guard at the British Museum noted frequent complaints from customers about fluctuating ice cream prices, which appear to vary by day.

The price hikes coincide with a prolonged period of unusually high temperatures. London experienced temperatures reaching 34 degrees Celsius on Wednesday, while certain areas of the country recorded highs of 36 degrees Celsius. This marked the eighth day in the year with temperatures at or above 34 degrees Celsius, surpassing previous records set in 1976 and 2020, according to the Met Office.

The heatwave has prompted many families and individuals to seek relief outdoors. Children were seen cooling off in fountains in Worcester, while visitors enjoyed the blooms at Mayfield Lavender Farm in Banstead, Surrey. Others took advantage of sunny weather at locations such as Lyme Regis and Newmarket Racecourse.

The ongoing heat and resultant demand for cold refreshments appear to have contributed to elevated prices for ice cream, particularly in tourist-heavy areas. Vendors argue that higher charges reflect operational costs and the tourist-driven market, although such pricing has attracted notable attention and dissatisfaction from consumers.