The reason flake ice creams are called 99 – has nothing to do with cost

Social media has been abuzz with complaints about the increased cost of the 99p Flakes, despite the name not actually referring to the price. In the past, a cone filled with soft serve ice cream, sweet sauce and a chocolate chip could be purchased for less than a pound.

However, finding one for less than £2 is a rarity these days. One social media user nostalgically recalled: “It’s summer, it’s 1999 and you’ve just arrived at the ice cream van with a round coin for a Mr Whippy with flakes and red sauce.

“You get handed 1p change and life is good – well, it was back then. That has all changed now and ice cream vans have been seen this summer charging anything from £2.50 to £5 for a single 99 Flake. “.

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Another expressed concern over the current cost of living crisis, speculating: “The cost of living crisis makes us wonder what a crazy price a 99 Flake will be this year. £2.50? 4 pounds? £5.99? any and all of them are mental.”

Some have even suggested that 99 Flakes should be “price capped at 99p”, a move that would likely put British ice cream sellers out of business!, reports the Manchester Evening News.

So why are they called 99? Contrary to popular belief, the name comes from the flake rather than the ice cream itself.

While other ice creams in cones and tubs have different names, those containing the iconic chocolate are usually referred to as 99s. And for that, we can thank Cadbury!

The chocolatier apparently chose the name “99” to appeal to Italian customers in 1930. The Cadbury website quotes a spokesperson as explaining: “An ice cream served in a cone with a Flake 99 is Britain’s favorite ice cream.”

“During the monarchy in Italy, the King had an elite bodyguard of 99 soldiers. After that, anything really special or first class was known as a “99”.

“When Cadbury launched its little Flake ice cream in 1930, the UK ice cream industry was dominated by expatriate Italians. So, to appeal to the Italians, we named our gorgeous Flake “99”.

It must have been quite a challenge to wean the Italians away from their expensive gelato, but Cadbury probably wasn’t deterred. After all, 99 Flake has become an iconic treat for Brits, especially in the summer months, and it’s sure to be a hit during the heat wave coming this weekend!