An ice cream parlour is to expand – by popular demand.
But Dixons Milk Ices, which has been satisfying Huddersfield’s hunger for the cold stuff since 1961, isn’t revealing its recipe for success.
“If I told you, everybody would do it and we’d be out of business,” said Dixons manager Darren Earnshaw.
Come ‘summer’ season, which runs from April to October, the tiny parlour is jam-packed with customers spilling out onto Leeds Road.
Fortunately, Dixons has been given planning permission by Kirklees Council to double the size of its shop.
Darren said: “In the production area we’ve got staff tripping over each other. It can be a free-for-all with people trying to get into the shop.
“Now staff will have their own changing room and I’ll have an office. The shopfloor is going to double and we’ll have a one-way system with in and out doors.”
Apart from making moreish ice-cream, Dixons owes its success to word of mouth and its legacy.
Darren said: “We have so many good customers because people here have been raised on Dixons ice cream.
“You get grandparents who bring their kids and they bring their kids and so on.”
And regular customers have kept business ticking over in the fallow months from November to February.
“When we started, our winter season used to be pretty poor but now I’ve got people coming for ice cream no matter what the weather is. One guy came in three times the other day,” said Darren.
“We’ve had some mild winters so it’s not been as bad for business.”
Since its beginnings in Swan Lane, Lockwood, where the factory and original shop is still situated, Dixons has been fine-tuning its secret recipes.
“We can sell out of anything, whether it’s our white original, or our Oreo cookies ice cream or Dixons blue ice cream.
“We don’t use additives and all our flavourings are from natural ingredients. We also use Longley Farm milk – but I can’t tell you any more than that!”
Customers can’t get enough of Dixons.
Graham Bell, 35, from Dalton, said: “I’ve been coming here for about 20 years and my mum and dad did as well.
“It’s good ice cream and the kids love it. They always pester us for a treat and to come here.”
Irfan Wadiwala, 36, who came over from Batley, said: “I come here three to four times a month. It’s the flavour and the texture.
“Everything about it is pure and natural.
“My kids love it. Every time we come to Huddersfield they ask to come here. In fact, it’s the reason we come to Huddersfield.”