Woe betide us to criticise the marketing powerhouse that is Selfridges, but we think they might just have missed peak seasonal marketing time for this, the most extravagant ice cream we’ve ever seen.
While we’re still begrudgingly paying £1.99 for a traditional 99p flake, this 2017 update, called the Billionaire’s Soft Serve, will set you back an eye-watering £99.
The luxury dessert weighs a staggering 350g and takes more than four hours to make.
In terms of what you’re actually paying for, the wafer cone is hand-dipped in a gourmet Madagascan chocolate before being carefully decorated with golden pearls.
Inside the cone is a combination of the rare chocolate, Belgian white chocolate truffle, two “gelato spheres” of mango, passionfruit and ginger and dark chocolate and caramelised pecans.
It continues with a scoop of salted caramel soft serve on top, a raspberry macaroon, a chocolate flake covered in gold leaf, a pipette of mango, ginger and passionfruit sauce and a golden chocolate spoon. Oh, and some more gold leaf.
Or you could just buy a tub of Ben & Jerry’s.
Quite who is going to make it rain all over Selfridges ice cream parlour for this complex sweet come September is beyond us. But if it’s you, ask yourself one question: why?