The Friendly’s Jubilee Roll | Tribute to a New England Holiday Tradition
Now retired, the Friendly’s Jubilee Roll was once the ultimate take-home ice cream treat.
By Aimee Tucker|Dec 01 2021|
Friendly's Jubilee Roll
Credit: Aimee TuckerEditors’ Note: This post was first published in 2015, when the Jubilee Roll was still readily available. Friendly’s discontinued all ice cream rolls in 2021, citing a decline in customer demand. In 2024, they debuted the Jubilee Ice Cream Cake, which received mixed reviews.
Every November, I watch for it — the first official sign that the Christmas season has arrived. Well, at the grocery store, anyway. I’m talking, of course, about the Friendly’s Jubilee Roll, the ultimate festive ice cream treat.
Founded in 1935 by the Blake Brothers of Springfield, Massachusetts, Friendly’s is a New England-based family dining restaurant chain that’s mostly known for its ice cream. Whenever I meet someone who has never heard of Friendly’s, I describe it as being “like Howard Johnson’s was, only without the motels.” Casual dining (think burgers and melts) with an emphasis on friendly service, and always dessert. Today, there are nearly 400 Friendly’s locations throughout the eastern United States, most of them in the Northeast.
If you prefer to enjoy your ice cream at home, however, Friendly’s also offers take-home options, including cartons of ice cream, sundae cups, ice cream bars and cones, and novelty ice cream “rolls” like the Jubilee Roll. Popular and affordable (Friendly’s packaged ice creams are New England’s best-selling brand in grocery stores), they’re permanently linked to fond childhood memories for most former New England kids, including me.
This year, I saw my first batch of Jubilee Rolls in mid-November (move over, summertime Orange Creme Rolls), and snapped one up.
Credit: Aimee Seavey
Out of the box, it looked as elegant as I remembered from nearly every Christmas (and sometimes Thanksgiving) dessert table of my 1980s childhood. A chocolate ice cream center surrounded by chocolate chip ice cream, topped with fudge, chopped almonds, red and green candy chips, and what Friendly’s refers to as “an ice cream ribbon.” I just call it “the pink part,” aka “the best part.” It tasted like ice cream and frosting had a party, but that might have just been my imagination working overtime.
Credit: Aimee Seavey
Could there be a more attractive, delicious way to both celebrate the holiday season and indulge in a little local pride? I don’t think so.
Sliced, served, and maybe even topped with more hot fudge and a little whipped cream, it’s ice-cold Christmas on a plate.
Credit: Aimee Seavey
Do you look forward to a Friendly’s Jubilee Roll each year? Share your memories with us in the comments!
This post was first published in 2015 and has been updated.
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It wouldn’t be Christmas in our home without Friendly’s Holiday Jubilee Roll. We look forward to it every year!
The first sign that Christmas for me, is when Thanksgiving is over, and here comes Black Friday. My favorite part is seeing all the lights and Christmas decorations going up out side.
omg! i’ve been trying to find these again forever! i didn’t think they still made them. i remember there being a bunch of different brands that made something similar too. where can i find them?!
My favorite is/was the watermelon roll
Where can I buy the jubilee roll? I will travel 100 miles to buy 2.
My mother served the Jubilee Roll every Christmas Eve, since I was young. It continued on to my Children and Grandchildren. It wouldn’t be Christmas without the Jubilee Roll. This year, they were selling out so quickly, at my local grocery store, I had to make a few trips. Then I got there when the truck was unloading one day, and the grocer brought two up to me. My Christmas list was complete.
We have been hosting Christmas Eve for over years. The Jubilee Roll is a tradition. My daughter who now has children in their 20’s still reminds me to make sure I get one. We live on Long Island in New York are they are readily available in supermarkets and of course in Friendly’s .
Oh how we love the Holiday Jubilee Roll, too! We live in MA and can find the rolls in well stocked freezers at Market Basket stores! 🙂 Happy Holidays!
I just moved back to NE a few months ago and spotted the Jubilee Roll at Market Basket in the beginning of November. It is my fiancés childhood favorite Christmas dessert and we haven’t been able to find it in the last 7 years living in the midwest!
Since we no longer live in the northeast (Now Las Vegas, NV) we can no longer enjoy Friendly’s. My all time favorite was the Big Beef sandwich served on toast. They stopped serving it on toast but you could still have it served that way if you requested it.
I WANT a Jubilee Roll. I’m an old (92 New Englander) and can’t find them here in Florida. Please tell me where I can buy them?
My husband and I love this yummy treat from Friendly’s. We have been eating it for years. Thanks to Friendly’s for making such a wonderful treat during the holiday season.
We have had the Jubilee Roll for our Christmas dessert for at least the past 30 years. The grocery stores NO LONGER carry them in the Massachusetts area-so I have been going to the local Friendly’s restaurant to pick them up. I went the Friday afternoon before Christmas and there were NONE in the freezer. I asked the manager when they would be getting more and was told they were sold out and Friendly’s was not going to make anymore. Three days before Christmas and they were sold out of an Icecream roll????? Way to take care of your core customers! I am done with Friendly’s and will make my OWN jubilee roll out of Brigham’s Ice cream-don’t expect to see the Friendly’s name in business much longer if they cannot manage their inventory.
What a mistake Friendly made. Looked for weeks store after store and there we no Jubilee Rolls anywhere Are they going out of business? How Sad if true.
I live in Silver Spring and I just bought it. So they still make them at Christmas 2018.
I have been looking for this wonderful treat from my childhood for years. After moving to NC was very excited to see Friendly Ice Cream in my local grocers freezer but have never seen the Holiday Jubilee Roll. Very sad, I keep looking and will inquire with the store manager as to why the ice cream is fully stocked (a little taste of home) but never any Holiday Jubilee Roll ???? A most wonderful treat that should be available as many of us grew up with this at the holidays.
There are two friendly ice cream restaurants in Myrtle Beach South South Myrtle Beach and North Myrtle BeachCarolina one is on the south side of Myrtle Beach and one is on the north side of Myrtle Beach the restaurants do sell the holiday Jubilee roll at the restaurants in the display freezer.
Yes, and the raspberry lime Rickey on a hot summer day
I wish they had something like this out here in Utah or at least a Friendly’s Ice Cream Store.
My husband and I still go to the local Friendly’s often They have discontinued several of my favorite flavors of ice cream over the years, one being peppermint stick. I saw just yesterday that they are having it again for the Christmas season. I love it with the Swiss Chocolate sauce or the hot fudge. Merry, merry!
Jubilee Roll was a must have growing up. My mother loved it. Both my parents were from Connecticut and that was a Christmas tradition every year even though I was borb and raised in New Jersey. We had all the way into twenties but now do not have Friendlies or a store near me. Miss not having it since it brinngs back so many memories. Thanks for sharing.
Reading this article reminded me of this delicious ice cream treat. Went
Right out to my local stop and shop and bought 2… I hope they make it to Christmas Day…I may have to get more.
I can hardly wait for the jubilee roll to appear at my supermarket. I always try to keep 2 in the freezer. This is hard to do they are just to yummy not to eat.
I love them and feel so sad when they are gone again.
heller, my name is bill. i live in upstate ny and tops friendly markets are LOADED with jubilees. we dont know what to do with the overstock. free jubilees
We used to get one every year during the Christmas season growing up in Connecticut. Then we just stopped getting it for many years and then I rediscovered it last year and really enjoyed it. We used to add hot fudge and whipped cream to it to make it fancier. I will make a point of getting them again each Christmas.
Wish we had a Friendly’s in California that Jubilee Roll sounds and looks yummy!!!!!!
Just bought 2 of them. My grown kids will be surprised to see them. It was always a special treat with hot fudge drizzled with homemade whipped cream.
Since Friendly’s has retrenched haven’t seen this advertised. Would have forgotten about the Jubilee Roll until this article. It’s too bad owners drove this venerable chain into the ground.
Sadly, Jubilee Rolls are no longer sold at Stop and Shop or Shaw’s in Rhode Island. Supposedly you can buy them at Walmart, however I have gone to three stores and they don’t have them either. The only thing available at the grocery stores was Friendly’s Celebration Roll. Not even close to the Jubilee Roll. So disappointing that another New England memory is not available. There are no longer any Friendly stores in RI, and I don’t want to drive to North Attleboro to find one.
As I have only lived in the US for 20 years, I did not know about the long-standing tradition of having a Friendly’s Jubilee roll. But when my husband spotted it we brought one home. I usually only crave ice cream in the summer, but it has become our tradition to have a slice of Jubilee and coffee after dinner throughout the holiday season. We are on our 2nd on this year. If supplies hold out we may even have another one…or two.
Jubilee Rolls we’re always on my Christmas Eve menu. When we moved to Florida there was a Friendly’s nearby. It has since closed. Would love to have them again.
Buffalo-raised, Chicagoan adult. I gave up ever seeing a Jubilee Roll again but saw FIVE available in my loval JewelOsco! Bought three for self and family members and my only regret is not buying them all.
Idon’t think friendlies ice cream is sold in Arizona
My first job was a Friendly’s in Cleveland, OH. There are no more of their restaurants around here. I have started watching for the Jubilee Roll in the grocery store. My mom always bought them for the family and this will be our first year without her. Obviously this is a necessity. Great memories of both the job and the family get togethers.
Growing up, Friendly’s Jubilee Roll was a Christmas Eve Tradition. When I married and had Holiday Dinners I carried that Tradition on to Thanksgiving, Christmas Eve and Christmas.
We are all so surprised and disappointed, especially my granddaughters that the Jubilee Roll is no longer available. Very sad that this item has been discontinued. I have been buying this Holiday Tradition for over 50+ years.????. Philly and Bucks County Consumers
2019 it was a tradition and 2021 no longer making the Friendly’s Jubilee Rolls. It’s so disappointing. My Mom always had them for the holidays and I did too. My family and I love them!!! I’m sure many others did as well. Please bring them back!!
My aunt always had these on hand around the holidays and I looked forward to them every year.
Last year I bought one and was disappointed to discover they skimped on the chocolate fudge. Instead of a thick layer, it looked like someone painted on the fudge for appearance only.
I wrote to their corporate office and they sent me a coupon for a second one. Same issue with the replacement. Such a shame the quality diminished. I’d have paid a bit more had they kept the product consistent.
Hopefully they’ll bring them back again and make em like back in the day.
Is there a list somewhere of the locations of the remaining Friendlies?
I was just checking for that on their website!
https://locations.friendlysrestaurants.com/
The beloved Jubilee Roll!! My birthday is December 1st and my sister’s is November 26th and our tradition is to get a Jubilee Roll each year and celebrate together. Nothing says birthday (okay, or Christmas!) like a festive Jubilee Roll on our table. We love Friendly’s and grew up on their sweet treats. Sadly, they no longer carry my favorite flavor in their stores (Chocolate Almond Chip), but I think supermarkets still carry them.
Chocolate Almond Chip was THE best flavor. You are correct! (Thank you for reminding me!)
Bring back the Jubilee Roll!! PLEEEEAAASSE!
Please bring back the Jubilee ice cream roll ( and the other rolls) Christmas needs the Jubilee!!!!
Dad’s best friend, Mr. John, always treated us to Jubilee Roll at Friendly’s when we were young. John has been gone a long time and we always remember his mischievous smile and joy of Christmas with a Jubilee roll. Sad end to an era and tradition.
Can I purchase a Jubilee roll {2} any place in Cleveland OH area? Please help, the only dessert the family wants. Can it be sent??? Thank You!
why are they NOT making that wonderful jubillee ice cream loaf?
I have been looking for a week and cannot find the Jubilee Roll anywhere. Stop& Shop, Shaws, On Massachusetts South Shore…We cannot have Christmas with out Friendlys Jubilee Roll!!!
I worked at Friendly’s back in the late 1970s, and remember the Jubilee Roll very well. Our manager promoted contests for selling Jubilee Rolls, with a prize for the employee who sold the most whole rolls, and another prize for selling the most slices. I recall coworkers who would sprint to the register when a customer walked up with a Jubilee Roll just to get the credit. I was a waitress and concentrated on selling the slices to my guests. I won a Polaroid One Step camera one year. 🙂
To anyone asking for Friendly’s to bring it back… go to their twitter or facebook page. this is not a corporate Friendly’s page at all so it falls on deaf ears.
https://twitter.com/friendlys or https://www.facebook.com/friendlys/
Bring back the Jubilee Roll PLEASE!!!
Every Christmas I make a jello poke cake and wrote Happy Birthday Jesus. With it we always had The Friendly’s Jubilee Roll. It was a great disappointment to the older grandchildren that this tradition was broken!
What I’ve learned about this issue this year is that Friendly’s remaining restaurants are apparently owned by Brix Holdings, while the ice cream business was sold to Dean Foods in 2016 (deanfoods@casupport.com). Dean apparently decided that there was declining consumer interest in ice cream rolls.
Please, please, please, bring back the Friendly’s Watermelon Roll, Celebration Roll, Dutch Fudge Roll, and especially the Jubilee Roll!
Miss the jubilee roll, used to buy it every year!
Back in the late 70s, the promotion on tv for the Friendly’s Jubilee Roll was that it was an Ebenezer Pleaser and in the restaurant was a life size cut-out of Ebenezer with the Jubilee Roll. From then on my family always called it the Ebenezer Pleaser. We had it each Christmas and it became our tradition. I would love to see it come back again.
Was the center always chocolate? As a kid, eons ago, I thought it was Red Claret ice cream of which I hated. I’ll have to look for this at Market Basket.
Have a Merry and a Happy!
I don’t believe Friendly’s sells the Holiday Roll or the Watermelon Roll either!
They also no longer have orange sherbet ice cream! They need to bring these items back!!
The roll is back in icecream cake format, will be giving it a try. I loved that odd sort of frozen, pink, whipped cream with chunky sprinkles and the bit of hot fudge. Loved cutting a slice and adding additional hot fudge (not chocolate sauce) and some extra whipped cream. Wonderful!