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A man was left fuming after paying £10 for two 99 ice creams.
The customer had been enjoying a visit to the Roaches, near Leek, when he decided to stop off and pick up a sweet treat.
However, his excitement quickly turned to despair when he was asked to hand over a tenner for the pleasure, Stoke on Trent Live reports.
Taking to social media to share his anger, the man wrote: The first and last time I pay £10 for two 99s. I know there's a Flake shortage but come the f*** on!"
After venting his frustration, the man updated the post to explain that he had spoken with the company and had received assurances that they would make their prices clearer.
He added: "I received an apology and assurances that pricing will now be clear on the vans. Hopefully no one will be 'price ambushed' moving forward."
Since sharing his story, the man has received the backing of people online, who branded the 'London' prices a disgrace.
One user wrote: "Must be golden ones for that price."
While another added: "Sorry but I think I would have had to walk off and say I had changed my mind. Way too greedy."
However, others criticised the man for paying for them.
"You either pay or walk away. Your choice. Don't pay and then complain. Tell the vendor you're walking away... that's the only way to make them rethink their pricing," wrote one.
With another saying: "More fool you for paying it. Ask the price, if too much walk away, watch the faces when you do it. I've done it when something was too dear. Try it next time."
Earlier this month, a dad was left devastated after paying £54 ($76) on four portions of fish and chips.
Les Jones, from Yorkshire, was down in Ilford, London visiting his son, but regretted footing the bill when he saw how much their food cost.
The 83-year-old said he was left in 'need of therapy' to cope with the shock of it all.
His son Gareth, a vicar, shared the tongue-in-cheek story to his Twitter account.
He wrote: "Dad wanted to buy fish and chips last night. We let him and he gave me his card to pay for them delivered.
"He's now trying to access therapy as he's realised 4 rounds of fish, chips and mushy peas cost him £54.
"Welcome to London, Yorkshireman."
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