IN 1932, a family of Italians by the name of Rossi moved to Southend to realise their dreams of starting a small ice cream business.

Fast-forward 80 years and the Rossi name and its delicious ice cream is an iconic brand that is as much part of the town as the pier and the Kursaal.

To celebrate the landmark birthday, Rossi has launched a new flavour – rhubarb and custard, based on the old-fashioned hard boiled sweet. It promises to transport grown-up ice-cream lovers back to their childhood.

It is this ability to remind customers of times gone by which company director, Colin Gray, believes is the key to its success.

He said: “The secret of Rossi is providing a quality ice cream with a feelgood factor. People in the town grew up around it and now their children and grand-children are eating it “It’s quite an accomplishment to be celebrating 80 years.

“We are proud to be a part of Southend.”

Southend mayor, David Norman, and wife Jane are self-confessed Rossi fans who helped the company celebrate its anniversary.

He said: “The original Rossi ice cream is renowned nationwide and is one of the things most commonly cited as an attraction by visitors to the town.

“Growing up in Southend, for Jane and I, there was no greater treat than a Rossi ice cream. It’s a pleasure we are now pleased to share with our grandchildren.”

The couple were two of the invited guests at a special anniversary event which gave people an insight into how the famous ice cream is made.

Despite being taken over by the Gray family in 2006, they still use the traditional recipe used by founders Pietro and Luisa Rossi.

While Rossi has franchises throughout Southend and beyond, their factory in Lucy Road is run by a small dedicated team of just seven staff members.

Ramone Lires, 65, is set to retire today, but was proud he stayed on to see the much-loved brand reach its 80th anniversary.

He said: “I have worked here for 27 years making the fresh ice cream for the vans which drive around Southend. I have loved the job and this is a happy week because we are celebrating the birthday and I get to have a rest at last!”

As well as the characters behind the scenes there are also some well known faces greeting members of the public.

Nancy Guichi, 85, is known by children throughout Southend as the little lady who drives the Rossi van.

She has been selling the soft ice cream for 31 years and is often seen in her mini Rossi ice cream van throughout summer, and outside schools.

She said: “I feel quite proud. I just love my job and will never stop. The children I serve make it worthwhile.”

Leading businessman Philip Miller, who owns the Adventure Island theme park on Southend seafront, is a big fan of Rossi’s and summed up many of the guests’ thoughts.

He said: “Southend was built around the pier, Kursaal and Rossi ice cream.”

Rossi’s may be known for its famous vanilla ice cream, but the company is going from strength to strength and continues to adapt. In addition to its rhubarb and custard ice cream, it has come up with caffe latte flavour, strawberry cheesecake, and honeycombe.

As it celebrates its own landmark birthday, Rossi’s has also come up with Great Britain Celebrates 2012, a new flavour for the Olympics and the Queen’s Diamond Jubilee. For more information on Rossi and to view all the new flavours for 2012, visit www.rossiicecream.com