Ben & Jerry's will have its annual “Free Cone Day” on April 3 at its Highland Village location, located at 4061 Barton Creek at the Shops at Highland Village, from noon to 8 p.m.

A company news release said the day of free cones exists as a way to say thanks to its customers.

"The day is still about fans," the release stated, noting the free ice cream day dates to 1979. "In addition to more ice cream than our scoopers can shake their scoops at, our Scoop Shops around the world add their own swirl of fun to Free Cone Day. Locally, the Plano and Highland Village Scoop Shops have partnered with the Susan G. Komen Foundation to benefit from much of the local excitement and energy around Free Cone Day."

The release stated that ice cream lovers can get in line as many times as they would like, as they may try any flavor they prefer.

"We love getting involved with and giving back to our communities," said Hunter Rose, Ben & Jerry’s Ice Cream czar and local owner of Scoop Shops. "That’s why we’re partnering with Komen to raise awareness and support for breast cancer. We support the Susan G. Komen Foundation because it is amazing what we can do together over shared values and several scoops of ice cream."

The company is setting its "scooping sights" on an all new, all-time goal to make this Free Cone Day the biggest ever with a goal to serve well over a million fair trade scoops globally, the release stated.