UK frozen food retailer Iceland its to introduce a non-melting ice-lolly in its stores across the UK from 30 March.


The strawberry-flavoured lolly is claimed to have a unique formula that prevents it from melting, dripping or dissolving, reported ananova.com.


When the lolly begins to defrost, it slowly turns into a fruit jelly, which keeps its shape around the stick.


“We listened to our customers who said they love ice-lollies for the kids but hate the sticky mess that comes with them,” Calum Kirk, Iceland’s ice cream buyer, was quoted by Ananova as saying.


Although they discovered the lolly last year, the Iceland buying team have kept the product and formula a secret.


The Strawberry Jelly Lollies will be available in packs of ten priced at £1.29 (US$2.0).