Soft serve is so hot right now. Josh Barrie has the scoop.

Once a simple treat enjoyed by kids on a hot summer day, the humble 99 ice cream has undergone a transformation in London, becoming the city’s latest food trend. It’s no longer just about the traditional Mr Whippy served in a cone—now, it’s all about the “posh 99,” with artisanal touches and creative upgrades.

The resurgence of soft serve is part of a wider trend in which classic comfort foods are getting a modern, sophisticated makeover. In a city known for its ever-evolving culinary scene, the posh 99 is a perfect example of how nostalgia can be reimagined for a new generation of food lovers.

From indulgent toppings to experimental flavours, Londoners are embracing this nostalgic treat in all its gourmet glory. The combination of creamy soft serve and innovative flavours has captured the imagination of foodies across the capital.

As the 99 evolves into a luxury item, it’s clear that this iconic ice cream has found its new groove in London’s vibrant food scene.