Rhossili Bay is Britain’s Best Beach.

LONDON, Tuesday 8th June 2010: Today Fredericks, the UK’s largest independent ice cream manufacturer, have announced Rhossili Bay in South Wales as the winner of the Cadbury Flake 99 Great British Beach Awards, a celebration of our nation’s best and most treasured seasides.

Competition was fierce, but the British public made up their minds; securing a massive 47% of the votes, Rhossili was the clear winner, followed by Tresco in the Isles of Scilly (19%) and Blackpool and Margate (both on 10%).

Defying stiff competition from resorts packed to the gills with everything from rollercoasters to candy floss, Rhossili represents a more idyllic beach holiday. Bearing the might of the Atlantic swells, shipwrecks dot the bay which now play host to great surf for boarders. It also has the most essential of ingredients; three miles of golden sands expanding into the horizon.

The poll, fronted by TV personality Jeff Brazier, attracted over 7,700 votes across a three week period.

The winner was one of 24 shortlisted beaches from eight regions across the UK, nominated by panelists including David Else Lead Author of Lonely Planet, Frank Barrett Travel Editor of the Mail on Sunday and wildlife expert and TV presenter Bill Oddie.

Already hailed by The Independent as the “British supermodel of beaches” and listed in The Sunday Times 25 Best Beaches in the World, Rhossili has been described by poets such as Dylan Thomas for its beauty. Cosseted by challenging limestone cliffs, the rocky landscape belies the peaceful and idyllic Bay lying below; a curving beach backed with sand dunes. There are two tidal islands called Worm’s Head and Burry Holms, both only accessible at low tide. The Bay is also dotted with shipwrecks including the Helvetia which ran aground in 1887. Prehistoric remains belonging to Stone Age and Iron Age man can also be found behind the beach on Rhossili Down. The Bay is famed for having some of the country’s most stunning sunsets, and it’s no surprise that The National Trust maintains a visitor centre at Rhossili. The Bay is located on the Gower Peninsula – the first beauty spot in the UK to receive Area of Outstanding Natural Beauty (AONB) status back in 1956. Gower hugely contributes to the tourism economy in Swansea Bay. In 2008/2009 tourism generated over £300million for the local economy.

Frank Barrett, Travel Editor of The Mail on Sunday says: “The Gower Coast is arguably the finest seaside place anywhere in the world – Rhossili is perfection within perfection: a long wide flat beach washed by glorious waves.”

David Taylor, Deputy Managing Director of Fredericks Dairies comments: “It’s fantastic to see the great British public getting behind the campaign with over 7,700 votes cast. It just goes to show how treasured our beaches are and congratulations to Rhossili Bay for coming out on top. ”

Cllr Richard Lewis, Lord Mayor of Swansea and a Ward Member for Gower, said: “The views at Rhossili are among the best in the world and this award is the latest in a long line of accolades for the beauty spot.”

Notes to Editors:

Fredericks Dairies is a business forged by pioneers – the company developed the Mars Bar Ice Cream in 1988, reinvented the iconic Cadbury Flake 99 in 1999 and created the World’s first wobbly lolly in 2007 with Jelly Babies. In 2008 the company was named the Most Innovative Ice Cream Company in the World and received The Grocer award for the Top Launch in Ice Cream.

Press Contact: Taylor Herring PR 0208 206 5151