A ICONIC retro dessert is making a big comeback as Brits look to spend less on sweet treats.

Shoppers are spending more time in the frozen aisle to cut costs while still enjoying something sweet from time.

It comes as the UK battles through a cost of living crisis and rising food prices.

Sales of Arctic Rolls have risen by 143%, according to online retailer Ocado

Shoppers can get the orginal made by Birds Eye for as little as £2 from Waitrose.

But you can also pick up supermarket own-brand versions for less.

For instance Salisbury’s sells an “ice cream roll” for £1. So it always pays to shop around.

The Arctic Roll was invented in the 1950s by Dr. Ernest Velden.

In the 1980s, more than 40 kilometres of the arctic roll were sold each month.

But sales melted away in the 90s and Birds Eye, the manufacturer of the dessert, stopped producing it.

However all was not lost as in 2008 the nostalgic item came back, and now shoppers are loving it.

But Arctic Rolls aren’t the only nostalgic puds making a comeback.

Apple Strudel sales have risen by 63% and Jam Roly Poly’s by 59%, Ocado said.

Also seeing a rise in sales is an ice-cream favourite – Vienetta – which has seen sales rise by 55%.

The last time frozen pudding’s sales spiked was during the last recession in 2008 – suggesting that the need for budget, nostalgic treats in hard times could become known as the “Arctic Roll Effect”.

The phenomenon for affordable luxuries has previously been called the “lipstick effect” as sales of cosmetics rise when people on a budget want a mood-booster.

Helen Munro, buying manager for frozen at Ocado Retail said: “Demand for frozen desserts has grown significantly since the start of the year, despite the colder temperatures.

“Many of our customers are looking to waste less so are opting for products that last longer, and frozen desserts fit that bill well.”

Last year, Heinz brought back its controversial baked beans pizza.

After disappearing from supermarkets in 2003, the £3 frozen ready meal is set to return to Iceland stores from November 14.

Before that, John Lewis brought back it’s Quality Street pick ‘n’ mix stands to customer fanfare.

Plus, Greggs also brought back its famous Festive Bakes last Christmas.

Frozen food can often be a cheaper alternative to buying fresh as the items won’t be at risk of going off.

The average household chucks out £60 worth of food every month – and with soaring inflation, it’s important to cut back on waste.

On top of that, food inflation shot up to 17.1 per cent in February and supermarket prices are now the second biggest worry for people, after soaring energy bills, according to Kantar.

It means that the average grocery bill is costing £811 more a year, compared to a year ago.

Do you have a money problem that needs sorting? Get in touch by emailing [email protected]