Phish Food is the best Ben and Jerry’s flavour, apparently. And its chocolate ice cream swirled with marshmallow, caramel, and fish shaped fudge does sound pretty tempting – if you can get near the front of the queue. We’re not sure if it’s going to be on the menu tomorrow, but hey, who cares when it’s free?!

Free? Yes, that’s right! In the US they call it a ‘Scoop Shop’, and their ‘Free Cone Day’ has become legendary in the posh-flavoured up-market but down-with-the-kids ice cream world.

Celebrating the opening of the first-in-Japan Omotesando Hills Ben and Jerry’s store tomorrow (April 14), there’ll doubtless be head-freeze aplenty (grab a coffee for that…) and signs of what is to come – look out for future Japan originals – from these flavour innovators from Vermont. And save room for a shake!

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