Rogue ice cream sellers are to be frozen out of established pitches around Sutton town centre this summer.

Rival traders had been whipped into a frenzy after unlicensed vans, their presence announced by blaring jingles, scooped prime business.

Vendors are breaching street trading regulations when they stop for more than 15 minutes to ply sugar-starved children with soft-serve treats.

As a result, Sutton Council is now working with the police and high street retailers to give a hard time to straying ice cream men.

One fine has already been issued in the borough, as officers turn up the heat on lumbering ice cream vans found without a £457 temporary licence.

A council spokesman said: “We take the issue extremely seriously, as these traders are taking business away from legitimate stores.

“Penalty charge notices have been issued against one vendor, and we will continue to target any vehicles trading illegally in the town centre.

“In partnership with local businesses, the council is also appealing to shoppers not to use ice cream vans in or around the high street.”