Birmingham's cinemagoers helped to raise £112.42 for the NSPCC/Variety Club Charity.

For four hours on a special charity day, the Birmingham Scoopshop in the Odeon cinema on New Street served up free ice cream as part of Ben & Jerry’s annual Free Cone Day.

Customers were asked instead to make a donation to the charity.   More than 1,300 free scoops were served up and the money raised will go towards improving the quality of life for sick, disabled and disadvantaged children throughout the country.
 
In keeping with one of Ben & Jerry’s original mottos - "business has a responsibility to the community in which it operates" - eachScoop Shop elected a charity and collected donations on the day.

Caroline Simpson, Primal Ice Cream Therapist for Ben & Jerry’s said: "Free Cone Day is our way of saying thank you to our loyal fans, and what better way to do it than with free ice cream?”