This place has excellent frozen custard. Rich, creamy and very flavorful. I like trying different flavors and I think the best one I had so far is blueberry but you cannot go wrong with vanilla or chocolate. There are only certain flavors made everyday so it is both a treat and a surprise when you get there. There is almost always a line everytime I go to Luv -It but that is part of the experience; waiting in line while cops bust criminals and/or shady characers. It may be a bit pricey but it is worth it. What a refreshing break from the typical ice cream or frozen treats.