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Families have expressed their disgust at the prices for the ice creams for sale at the Roaches near Leek, Staffordshire. The hefty cost has been described “daylight robbery” and “insane”.

One man told Staffordshire Live he complained to the operator and had since recieved an apology.

He said: “I received an apology and assurances that pricing will now be clear on the vans. Hopefully no one will be ‘price ambushed’ moving forward.”

But scores of social media users supported the man’s opinion.

One Facebook user said: “Robbing Rob Dogs, that’s disgraceful!”

Another added: “Must be golden ones for that price.”

The Roaches is a rocky ridge in the Peak District, popular with tourists.

Others online defended the vendor, arguing the local economy relies on tourism and that industry has been battered by the pandemic.

“We want tourism in this country,” writes one man.

“We need to support local businesses,” adds another user.

And some said the families shouldn’t have forked out, and gone elsewhere for the treats instead.

One Facebook user posted: “Don’t buy one then.”

Another shared: “Only a rip off if you are stupid enough to pay it.”

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