The tongues of food fanatics started tingling this week when the sign for Oxford’s first dessert parlour went up.

Indulge, in the old BSM shop in Cowley Road, is due to open today selling ice creams, cakes, candy floss and everything else to satisfy a sweet tooth.

Co-owner Majeed Quraishi, 30, former manager of the Orange phone shop in the Westgate Centre, said: “This is a a joint venture with friends and family. We thought about just doing ice cream, but it went on a bit from there.

“We won’t be doing any savoury food at all.

“We’ll have chocolate fountains on the tables, so people can order one and we’ll provide them with fresh fruit and things like that.”