CARDIFF finally has a taste of Swansea's success — with the opening of a Joe's Ice Cream parlour in the capital.
The business has been a Swansea institution since it was first opened at the beginning of the 20th century by Joe Cascarini, who arrived in the city from his native Italy.
The ice cream is firmly identified with the city, with busy branches in Mumbles and on St Helen's Road, and although it sells its product wholesale across Wales, it is the first time a branch has opened outside Swansea.
Bosses say they decided the time was right to finally open a branch outside Swansea, and threw open the doors at their new base in Wellfield Road, near Roath Park, yesterday.
Director Teresa Robins said: "Although we have the wholesale side of the business, this is the first time we have been outside Swansea to open a branch.
"Although it's a tough economic climate, we felt the time was right. Ice cream is an affordable treat, so even though people might be staying away from expensive items, they can always afford something like an ice cream.
"One of the reasons we have gone to Cardiff is we have a lot of customers requesting it.
"We think the location is right, and there is a lot of footfall there."
Managers at Joe's say for now they will be keeping an eye on how the new business unfolds, before making any decision on whether to open further branches.
Ms Robins added: "You never know what the future holds, but at the moment we will be concentrating on what we are doing now."
To mark the opening visitors to the new Cardiff branch were offered a free single Joe's ice cream in a cone.
It was the first time the business had done so since VE Day — when Joe Cascarini himself had handed out free ice cream to celebrate the end of the war.