The Viennetta, king among ice cream-based dessert items, has been a firm favourite for sweet-toothed Brits since its launch in 1982.

Created by Wall’s product development manager Kevin Hillman (who surely deserves a knighthood, or at least a blue plaque for his efforts), early adverts pitched it as the height of sophistication, with beautifully-dressed sophisticates doing polite battle for an extra slice at urbane dinner parties.