MORE than 700 people have signed a petition calling for an "outrageous" ban on selling ice cream to be lifted from a Penarth vendor.

Nicola's Juice Bar, which is located on Penarth Pier, has been in operation for 11 years but is not able to sell ice cream.

Although other seasonal vendors are able to sell ice-cream, manager Nicola Sullivan says she feels "aggrieved" that as the only permanent shop on the pier she is restricted in what she can sell.

Mrs Sullivan said that the council attached conditions preventing her from selling ice cream when she first signed the lease but promised that the situation would be reviewed after six months

A few years ago, she was told she would be allowed to sell ice cream between November and February but after a complaint was made this agreement was terminated.

Now hundreds of her customers have leapt to her defence calling for the council to overturn the ban.

Regular customer Paul Fenton said he doesn't understand why Nicola's Juice Bar is not allowed to sell ice cream.

He said: "What's wrong with good old fashioned competition? I don't know exactly how the decision was made to ban Nicola from selling ice cream but personally I believe it wasn't democratic or transparent.

"I would urge the regulars on the pier to sign Nicola's petition. Please, whoever made this decision, reconsider and let common sense prevail."

Mrs Sullivan said she has met with her nearby vendors and the council but said she felt this was a "waste of time."

Mrs Sullivan claims that her selling ice cream would not affect other business' trade, highlighting the sheer amount of people who descend on the pier throughout the year.

Mrs Sullivan has said she even offered to sell a different type of ice cream to other nearby vendors but that her request was denied.

Cllr Neil Moore, leader of the Vale of Glamorgan Council, said: "The revival of Penarth Pier and The Esplanade in recent years has been a real success story for the town.

"One of the reasons for the resurgence has been the emergence of a varied range of independent outlets for food and drink.

"To protect all traders each of the outlets at Penarth Pier has terms and conditions in its lease that restrict what can and can’t be sold.

"On occasion, relaxation of the strict terms is permitted provided that such relaxation is unlikely to affect other businesses.

"However, there are a number of other well established ice cream sellers at the pier and the council has a responsibility to protect these traders’ interests, who are abiding by the terms to which they are subject.

"This is not only fair but also good estate management.

"The council is committed to ensuring that the resort continues to thrive and one of the ways in which we will do so is by protecting the diversity of the shops and cafes at the Pier."