A NEW open top bus service which takes its inspiration from Rossi’s ice cream has launched linking Southend seafront with Shoebury.

EnsignBusCo, which is under FirstGroup, launched the new bus route, the 99, on Saturday, named after the iconic ice cream company’s vanilla ice cream with a flake.

The new service runs between Southend Pier Hill lift and Shoebury East Beach, via Thorpe Bay.

This comes after the continued success of the 68 Southend Pier to Leigh open top bus route, which has been popular for years.

The new service has already proved a hit with hundreds trying out the buses on launch weekend.

Shoebury resident Richard Delahoy, who tried it out, said: “It is great to see the open top bus back to Thorpe Bay and Shoebury after a long absence without one. It was very busy.

“I love walking the seafront, but the ride upstairs adds an extra dimension.

“I am sure it will prove popular with visitors to Southend.”

There are four buses on the 99 service, and all buses are themed with a different Rossi Ice Cream flavour.

They are Strawberry Streamliner, Butterscotch Breezer, Mint Choc Cabriolet, and Bubblegum Beachcomber.

Matt Dent, Southend Labour councillor for Kursaal ward, said: “It is brilliant.

“They have had the other route going out to Leigh along the seafront for a good number of years now.

“And there are always people asking why isn’t there one the other way to Shoebury, so I think it is great to now have this and showcase what the other side of our seafront has to offer. “Hopefully, it will be as popular as the current one. It is long overdue and is brilliant that they brought it in.”

The new route will go from Southend Pier to East Beach. It will stop at Sealife Adventure, Brewers Fayre/coach park, Thorpe Bay near the Roslin, Uncle Tom’s Cabin, Ness Road, and Campfield Road.