Morelli’s ice cream parlour is frozen in time. The interior – all faded pink Formica and Art Deco chic – has remained unchanged for decades. Their product, too, has stayed the same: at Morelli’s, the old-fashioned sundae still reigns. My favourite, the signature Knickerbocker Glory, comes complete with a kitsch furry monkey dangling from the straw, as has been the way since time immemorial.

“The business was started in 1907 by my great grandfather, Guiseppe Morelli,” says Bibi Morelli, a fourth generation ice cream maker who now runs the operation in Broadstairs, east Kent. “We want to keep everything exactly the same, to preserve the traditional, British seaside atmosphere.”

The formula seems to be working. Such is the popularity of the Morelli brand that in 2003 they opened a branch in Harrod’s, which has been “a roaring success”. Other branches followed; there are eight around the world, from Kuwait to Monaco, with a further five on the way. Continue reading on the Telegraph website

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