News

We’re selling ‘Britain’s cheapest 99 ice cream’ to tackle rising cost of living’

Published

3 years ago

June 18, 2023

A POPULAR WEST WALES seaside store is making waves by offering customers a delightful summer treat at an unbeatable price.

Andy and Julie Sweetman, owners of The Beach Shack in Pendine, Carmarthenshire, have decided to slash the cost of their beloved ’99’ ice cream cones to an astonishing 99 pence.

Their mission, they told Herald.Wales, is to ensure that everyone can enjoy a refreshing ice cream on a sunny day without breaking the bank, especially during the current cost of living crisis.

The initiative, aptly named ’99 for 99′, aims to counter the soaring prices reported by other ice cream vendors in tourist hotspots, some charging as much as £5 per cone. Having operated their beachfront establishment for five years, Andy and Julie are no strangers to offering value for money. In addition to the reduced price, the couple also provides free sauces and sprinkles, a gesture not commonly found elsewhere.

**Bargain: Ice cream starts at just 99p**

Andy explained, “We just thought maybe this would be a good promotional thing, but also we could do it so that it’s accessible for everybody. Last year, I was doing a small Whippy for £1.50. At the moment, a small Whippy is £2.50, which is still competitive and you get a pretty nice ice cream for that. But if you come to our shop – as I’m sure that most of our customers would tell you, you will get an ice cream worth your money.”

Excitement fills the air as the couple eagerly launches their new campaign. Andy anticipates a surge in customers, saying, “If we are doing 99 for 99, then it will be busier, I would have thought. I’m going to make sure I have plenty of mixture before I go. We’ll see how it goes.”

The Beach Shack is more than an ice cream destination, as it also offers various beach essentials such as buckets, spades, inflatables, and balls for families seeking a complete seaside experience.

However, Andy acknowledges the challenges posed by rising costs. He expressed concern over the price increases in scoop ice cream and the expensive waffle cones, which have affected the business. Striking the delicate balance between providing value for money and ensuring profitability remains a constant challenge.

**King of ices: Andy Sweetman (Image Facebook)**

Interestingly, the iconic ’99’ ice cream earned its name long before the current price tag associated with it. Cadbury introduced the first-ever flake 99 in the 1920s when its cost was much closer to a mere penny rather than today’s 99 pence.

As families across the country face the impact of inflation, with rising fuel and food prices, finding affordable ways to enjoy a few days away has become a priority. Some families are opting for cost-saving measures such as picnics instead of dining out at cafes and restaurants.

Amidst these financial challenges, The Beach Shack’s initiative to provide “Britain’s cheapest 99 ice cream” serves as a ray of sunshine for beachgoers seeking an affordable indulgence during their seaside adventures.

***Julie Sweetman outside her popular beach cafe now selling 99s for 99p***

Community

Concern grows after claims of illness linked to Pembrokeshire sea swimming

Published

1 minute ago

May 10, 2026

Tom Sinclair

PARENT SAYS CHILD WAS ADMITTED TO HOSPITAL AFTER SWIM AT TENBY

CONCERN is growing across Pembrokeshire after a social media post claiming a child became seriously ill following a swim in the sea at Tenby prompted hundreds of comments and renewed anger over sewage pollution affecting Welsh coastal waters.

The post, shared in a Tenby Facebook group, said a boy who swam in the sea on Tuesday (May 6) later developed severe sickness and diarrhoea before being admitted to hospital.

His parent wrote: “We visited Tenby this week Monday-Thursday. My son swam in the sea on the 6th and the next morning came down with terrible sickness and diarrhoea — he’s been very unwell since and has tonight been admitted to hospital.”

They added: “It’s terrible we can’t swim in our seas and rivers safely anymore. Please be aware.”

The post has attracted hundreds of reactions and dozens of comments, with many expressing sympathy for the family and others sharing their own concerns about water quality around Pembrokeshire.

One commenter wrote: “This is a national disgrace, please put in a written complaint to Dŵr Cymru and Natural Resources Wales.”

Another said: “Why were there no signs put up on the beaches to warn people it was unsafe to swim in?”

Several people claimed they or family members had suffered illness after swimming in the sea at different locations, including Tenby, Amroth, Newgale and Coppet Hall.

One commenter alleged: “I got sepsis from a cut in Newgale surfing. Took six weeks in hospital and seven months recovery and still not right to get over it.”

Another wrote: “Please check with your son’s doctors regarding E.coli and a condition called HUS, which can develop from E.coli. My daughter swam at Amroth in 2022 after a sewage incident in the area and became seriously ill.”

No medical evidence has been published linking the latest reported illness directly to seawater exposure, and there is currently no official confirmation that conditions at Tenby beaches caused the child’s illness.

However, the discussion has intensified scrutiny over sewage discharges and pollution incidents affecting Welsh bathing waters.

Lydstep warning

The debate follows a recent warning issued at Lydstep Haven after Natural Resources Wales informed Pembrokeshire County Council of an “abnormal situation” which could temporarily affect bathing water quality.

A post shared by Pembrokeshire County Council said officers from its Pollution Control Team had installed warning notices at various locations around the beach temporarily advising against bathing while the matter was under investigation.

Some commenters questioned whether visitors were being given enough warning, particularly during busy holiday periods.

One wrote: “Why aren’t there any warnings to holiday makers and visitors to our local area? It’s not fair that they find out information after someone becomes ill.”

Another said: “There should be notices and announcements on the beaches if there is an outage.”

Others pointed out that Surfers Against Sewage’s water quality app was not showing an active alert for Tenby itself, with one commenter suggesting that some online posts may have confused the current Lydstep warning with previous NRW pollution notices affecting Tenby beaches.

Protest planned

The online row comes less than a week before a Surfers Against Sewage paddle-out protest at Broad Haven.

Campaigners are due to gather at Broad Haven beach on Saturday, May 16, at 1:30pm, as part of a UK-wide day of action calling for an end to sewage pollution in rivers and seas.

Surfers Against Sewage says communities across the UK will take to the water, shorelines and riverbanks with one demand: to end sewage pollution.

The charity has said: “We are sick of it. Sick of the lies, sick of the greed and sick of a system that’s rigged against us.”

A large banner has already been placed on the Broad Haven seafront encouraging people to attend the protest.

Tourism fears

The issue has also reignited wider concerns about the possible impact on Pembrokeshire’s tourism industry.

One commenter wrote: “Not very good for a holiday destination is it.”

Another said: “Tourism will be massively affected by incidents like this, and people’s health and lives are being put at risk.”

Others called for stronger action from Welsh Government, Natural Resources Wales, Pembrokeshire County Council and Dŵr Cymru Welsh Water.

The Herald has approached Natural Resources Wales, Pembrokeshire County Council and Dŵr Cymru Welsh Water for comment.

Community

Milford Haven remembers those lost at sea

Published

1 hour ago

May 10, 2026

Tom Sinclair

National Fishing Remembrance Day marked by Port

MILFORD HAVEN came together on Sunday (May 10) to remember those who have lost their lives at sea.

The Port of Milford Haven joined the Fishermen’s Mission, Stella Maris – Apostleship of the Sea and members of the local community for a National Fishing Remembrance Day service at St Katherine’s and St Peter’s Church.

The service was followed by a gathering at the Fisherman’s Memorial on The Rath, where those who never returned home from the sea were remembered.

Canon Chancellor John Cecil and Reverend Paul Osunyikanmi led what was described as a moving service of remembrance.

The Port of Milford Haven said it was honoured to take part in the event, paying tribute to fishing families and the wider maritime community.

The annual day of remembrance holds particular significance in Milford Haven, a town with deep fishing and seafaring roots.

Local Government

Jonathan Grimes becomes 647th Mayor of Pembroke

Published

2 hours ago

May 10, 2026

Tom Sinclair

JONATHAN GRIMES has said he is “incredibly proud and deeply honoured” after becoming the 647th Mayor of Pembroke.

Cllr Grimes, county councillor for Pembroke St Mary South and Monkton, thanked those who had placed their trust and confidence in him.

He said: “With the support, commitment and dedication of Pembroke Town Council and our wonderful community, I am confident we can meet every challenge together, celebrate our successes, and continue building a brighter and more inclusive future for Pembroke.

“It is a true privilege to serve as Mayor, and I look forward to working alongside the people of Pembroke in the months ahead.”

Cllr Grimes said he was also looking forward to attending this afternoon’s service at St Mary’s Church in Pembroke for the Blessing of the Bells.

He added that he hoped to meet as many people as possible as the town celebrates the return of the historic bells.