This is a fun idea and makes for good photography. It’s certainly trendy and has done quite well for itself, but how long it will last I don’t know. I will say, though, that the idea is well executed.

The concept: soft serve ice cream encapsulated in cotton candy (“candy floss” for all you Brits).

First of all, YES to soft serve ice cream. London barely has ice cream let alone soft serve ice cream. So this is a major win in and of itself. The three flavors are: vanilla, hojicha (roasted green tea), and matcha (finely ground green tea powder). True, these options boil down to essentially vanilla or green tea, but most people can happily agree on vanilla. And guys, again, it’s soft serve real ice cream – NOT soft serve frozen yogurt.

But then they have the fun idea of serving it in a cone or cup with cotton candy all around it. No choice in flavor of cotton candy (just plain), but that isn’t really the point.

And you can add a topping or two: biscuit, red bean, strawberries, popcorn, mixed nuts, chocolate cookies, etc.

Or you can make it into a sundae, which includes things like: popcorn & caramel, tiramisu, peanut butter & jelly, cookies & cream, etc.