THE AGE-OLD secret recipe behind Joe's ice cream has sealed its place in a top 10 by TripAdvisor.
The firm's popular Mumbles Road outlet has scooped seventh place in the list of the best UK ice cream parlours.
Joe's, which bears the tag line everything else is just ice cream, has 90 years of history.
Visitors and residents alike have been flocking to snap up cones of their favourite flavours in recent weeks.
And a TripAdvisor traveller, who visited one of the firm's parlours, gave the company the thumbs up and said: "The ice cream itself is just like I remember it being when I was a small child, many, many years ago.
"I love it, it has a unique taste that I have never found anywhere else."
Steve Peters, who is one of the directors of Joe's ice cream, said he was pleased the firm had been awarded the accolade.
He said: "I have customers saying to me it's the best ice cream in the world. I am over the moon as it's very positive for us as a small business."
