Among ice cream brands bidding to freeze out the opposition was Bodmin-based Kelly’s, which announced plans to take on Wall’s with a Cornetto-style product.
Kelly’s filled cornets will roll out in four flavours - Strawberry, Mint, Chocolate and Vanilla - with an rsp of 85p.
The company, which has listings with the multiples but not on a national basis, also launched 120ml theatre tubs of its Cornish clotted cream-based ices.
“The clotted cream is our point of difference,” said spokesman Daniel Inch.
Also among the ice cream runners was Hill Station, which unveiled an eye-catching new look featuring road signs for its tubbed offerings.