Selling ice cream can be tougher than you think, but not when you have heatwave temperatures - and a beach right outside your parlour.

The renowned Fabio's Gelato, run by Fabio Vincenti and his wife Hannah, and their prime town centre site have been busy this summer, as the barometer continues to soar - boosted by Hitchin's very own beach.

Fabio's popular site on Hitchin Market Place has benefitted from the yearly arrival of our town's beach. An area full of sand specifically intended for tots and youngsters to savour along with their families.

"Our new location in Hitchin has the beach out front which is pretty awesome, " Fabio told Hitchin Nub News.

Fabio has been busy keeping punters happy in the heatwave with a range of new flavours.

Fabio, who also runs Fabio's Gelato on Leys Avenue in Letchworth town centre has been hard at work concocting mouth-watering new flavours as temperatures continue to soar. 

Fabio has been working hard attempting to keep up with demand during this heatwave summer of record-breaking temperatures. 

Speaking to Nub News, Fabio explained: "Business has been busy, we're also constantly chasing breaking equipment that is working at 150 per cent to keep everything cold. 

"We've done a few special flavours, like blackcurrant and liquorice, a classic Eton Mess, blueberry cheesecake and a watermelon sorbet."

"We also have a 'collab' flavour launching with Chocolate Moments who make chocolate bars stuffed with crisps."

See Nub News for more on Fabio's wonderful concoctions this summer.