(It's true, though, that Flake 99s did once come in boxes costing 6s 6d, so if you read the box upside down. To dismiss two quickly: a Flake is not 99mm long – it predates decimalisation, for one thing – and for most of its history it cost considerably less than 99p. Numerous explanations have been posited for it over the years. The origin of the name "99" remains opaque, "lost in the mists of time" in Cadbury's inventive phrasing. Since we aren't using them, this seems an ideal time to remind you about the squalid horror show that was Kraft's takeover of this once great British firm, and also to mention in passing my long-held conviction that Cadbury's cooking chocolate tastes of ashtray and cat poo.īut the 99 Flake is a happier thing. By 1930, Cadbury's was selling half-length Flake "99s" specifically for prodding into Mr Whippy, or his equivalent.Ĭadbury's press office sent me some pictures of old Flake packaging which they hoped might accompany this article, adding that we could use the images "providing that there are no negative or derogatory comments made towards Cadbury or its associated brands". People seem to have spotted its affinity with ice-cream almost immediately. The Flake emerged around 1920 when a clever worker at Cadbury's Bournville factory noticed that chocolate overflowing its moulds fell and set in appealing ripples. That shattering finger gives depth and body to the scummy, foamy ice-cream and desiccated cone. The hero, of course, is the chocolate.Ī 99 is nothing without a Flake. I find the cone a papery and insipid thing, prone to sogginess: the 99 cone has nothing on a Cornetto. The tiny bubbles make the ice-cream smoother and lighter, and it's served at -4C instead of -15C. A young chemistry graduate named Margaret Roberts was reportedly on the team that developed this profitable way of bulking out a product – her later dealings with milk are notorious. The ice-cream of today's 99s is "soft serve", and ideally around 40% air.
The gentle jingle of Greensleeves from a garishly converted van, a beefy-armed vendor, crisply anaemic cone, turdy curly ice-cream and chocolate spike: it's all a happy reminder of sandy summers and shrieky, milk-smeared faces. It's welded to our youth like chicken pox and bullying. I doubt there's a single British child that hasn't lapped at the sweet spumy lather of a 99 Flake. Indeed I think it did for most of my childhood, in what seemed an unusually sensible way for grown-ups to have done things, and perhaps also a nifty reminder of how much to cadge off them to get hold of one. It may not be reproduced in any way whatsoever without Ocado Limited's prior consent, nor without due acknowledgement.When I was growing up, I always assumed that the 99 Flake was so called because it cost 99p. This data is supplied for personal use only.
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