Sherbet is a 64-page monthly magazine with a consumer and lifestyle focus, distributed at major taxi ranks and via four taxi fleets.
The editor is Isha Bandara, who was deputy editor of the fortnightly Taxi Newspaper for seven years until leaving in August last year.
Bandara said: 'I am open to suggestions from PR agencies but they must understand that our target audience is discerning. The average taxi journey lasts up to 20 minutes, and with most of that time increasingly spent in traffic, passengers now have something decent to read.'
The name Sherbet derives from Cockney rhyming slang, in which sherbet dab is longhand for cab.