SEAFRONT ice cream parlours have given the cold shoulder to a new flavour - crab.
It was created by Good Food Guide chef Heston Blumenthal, but any hopes of it being on sale in the North Yorkshire resort of Scarborough have been frozen out.
Dennis Jaconelli, head of the town's giant Jaconelli ice cream company, said: "It's a load of nonsense. It may be the kind of thing you buy in a three star restaurant in the South, but it won't catch on with our holidaymakers in Scarborough."
Guilian Alonza, owner of the Harbour Bar and one of the east coast's biggest producers, said: "People prefer the traditional flavours. If someone wants a crab, they will go to the crab stalls on the West Pier. It won't be a winner without customers."
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