For some children, it's the happiest time of day.
They hear the jingling of a tune and know that soon they'll be able to enjoy an ice cream and bug their parents the rest of the day with their sugar high.
Ice cream trucks have always introduced themselves with music. However, residents of one Swedish town wish to turn a deaf ear to the happy tunes.
As Sweden's The Local reports, in the town of Eslov, they've protested that the music's too loud.
So the Engelholm ice cream company has been forced to take drastic technological measures. Its ice cream trucks will be accompanied by silence. And text messages will be sent to local homes.
It's unclear whether the texts will be sent to parents or kids. (Doesn't every kid have a cell phone these days?)
More Technically Incorrect
But Carl Gustaf Gudmundsson, president of Engelholm, told the local Skånskan newspaper: "We will put a message in the letterbox to these households so that they can be notified via text message instead."
It seems that this problem has been caused by the trucks having to make their music louder during the winter, when people are mostly inside their homes.
Indeed, ice cream truck music has become such a noisy topic of contention that one businessman in Malmo was prosecuted for attacking a truck that warbled outside his house.
However, how much romance can be kindled by text? Indeed, shouldn't the texts be somehow accompanied with a link to a tune, just to conjure a little desire for a cone and some hearty fat?
Perhaps this is a prime candidate for Ubertxt, a startup that's desperate to tart up texts a touch?
There's something existentially pitiful that one more traditional human activity will now require people to point their noses toward a screen in order to participate.