Children have been reared and placated on Arctic Roll as a staple part of school dinners for decades.

But now the little darlings are screaming at dinner ladies for sorbet, or frozen yoghurt, prompting Walls to discontinue the one-time favourite of ice-cream rolled up in jammy sponge.

"Although it has some loyal fans, Arctic Roll sales have dropped by 50 per cent over the past [ten years]," said a spokesman. "Since the Sixties, when Arctic Roll was introduced, the frozen desserts market has changed dramatically ... consumers are now being offered much more choice."

But no fancier pudding will replace the image of the 32-tier spiral belt which froze 2.5 tons of Arctic Rolls an hour, or end the childhood fantasy of eating 2.5 tons of Arctic Roll in one go.