There’s a new van cruising the streets of London this summer, and it isn’t serving 99 Flakes.
For one delicious weekend only, The English Cheesecake Company is swapping soft serve for slices as it rolls out a bright pink cheesecake dessert van that’s giving away free frozen cheesecake treats across the capital.
Taking place on Saturday 18th and Sunday 19th July, this playful pop-up is putting a decadent twist on one of Britain’s most-loved summer traditions. Instead of hearing the familiar chimes of an ice cream van and queuing for a cone, Londoners can grab a complimentary frozen cheesecake bite or slice while soaking up the sunshine.
Wrapped in vibrant pink branding, complete with giant cheesecake graphics and plenty of Instagram-worthy moments, the van promises to be one of the most eye-catching attractions on London’s streets this summer.
The cheesecake tour will stop at some of London’s favourite summer hotspots, including Hampstead Heath, Primrose Hill, Clapham Common, Soho and Shoreditch, bringing sweet surprises to shoppers, sunseekers and anyone lucky enough to spot it.
On the menu is the company’s much-loved Vanilla & Biscoff Cheesecake, alongside a selection of other indulgent frozen favourites, all served perfectly chilled to help beat the summer heat.
It’s a clever reinvention of the classic ice cream van that taps into nostalgia while offering something a little more indulgent. Frozen cheesecake is having a real moment, and this pop-up is a fun way to introduce people to a dessert they might not have thought to enjoy straight from the freezer.
Charlotte Roberts, Head of Marketing at The English Cheesecake Company, says: “Everyone loves the nostalgia of hearing an ice cream van on a sunny day, so we thought we’d put our own cheesecake twist on it. Summer is all about getting outdoors, spending time with friends and family, and treating yourself. We can’t think of a better way to celebrate than by surprising people with free frozen cheesecake across London on a sunny day.”
As London embraces another busy season of outdoor events, picnics and park life, this is exactly the sort of unexpected activation that gets people talking. It’s fun, free and designed for sharing, both in person and across social media.
If you’re planning a weekend in the capital, keep your eyes peeled for the unmistakable pink van. The English Cheesecake Company will be sharing live location updates throughout both days on its Instagram and TikTok channels, making it easier to hunt down your free dessert before supplies disappear.
Just remember to bring your camera as well as your sweet tooth.
The English Cheesecake Company Cheesecake Dessert Van Tour takes place on 18th and 19th July, with complimentary frozen cheesecake available while stocks last. Follow the journey on social media using #SAYCHEESECAKE.
