Conveyor belts have been used in sushi restaurants for many years, but in Norwich you can now get sweet treats instead of sashimi.
Milk Dessert Bar has just opened on the ground floor of food hall Yalm in the Royal Arcade, in the former home of cheese bar Flying Saucers.
Milk was previously based upstairs there as part of the brunch spot Toast Kitchen, with both businesses owned by Tom Ginn and Andy Pitt.
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The pair also run consultancy firm Bread Hospitality, which offers support with recruitment, marketing and creative design.
Mr Ginn, 40, said: "We sold 700 to 800 ice creams a week in winter, so when this space became available and we were looking ahead to summer it was a no-brainer to be downstairs and offer takeaways too.
"There is a real sense of spectacle and theatre to the conveyor belt and we see it catching the eye of people walking past."
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On the conveyor belt are plates of pastries and treats, such as brownies and Bakewell tarts, made by chef Emily Parry, with plant-based and gluten-free options.
Milk also offers soft-serve ice cream with toppings and the options include Trifely Good and a vegan Bounty Hunter.
There is a range of milkshakes too and hot drinks can be purchased from the neighbouring Folks Coffee Co.
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Folks Coffee Co has also recently opened a shop in Blakeney, where Milk is doing soft serve.
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Mr Ginn added: "We are really busy so far and have already seen new customers who have popped in for dessert after dinner in the city.
"I hope it will be a roaring success and there is nothing like Milk in Norfolk and maybe even in the UK."
Milk is open 8am-10pm Tuesday to Saturday and 8am-4pm Sundays.
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