Soft serve on wheels (5 photos, video)

When that cheesy fairground-type music is heard coming down the street, kids' heads perk up, their eyes widen, and they run from whatever yard they are playing in to their own house to start pleading with their parents for a couple loonies.

It’s Pavlovian.

Those kids know that rolling down the street is an assortment of soft serve sundaes, soda floats, blizzards, banana boats, peanut buster parfaits, cartwheels, milkshakes or just your regular chocolate, vanilla, or swirl cones — with or without sprinkles.

A new ice cream truck has been operating in Sault Ste. Marie since May.

Youssef Aldarawish, who operates under the name Algoma Ice Cream, bought the ice cream truck earlier this year in Toronto.

Aldarawish's original plan was to place the truck outside his gas station in Echo Bay. But when he saw that no one was operating a similar service in the Sault, he decided there was more opportunity there.

Aldarawish drives 50-200km a day around the Sault, looking for neighbourhoods with lots of kids — his best customers.

Just listen for the music.