With summer weather still here, many Brits are enjoying their favourite ice creams, be it Twister, Fab or rocket ice lollies. However, one of the most popular has remained over the years the classic 99 flake.
The 99 Flake is a popular British ice cream known for its nostalgic appeal. It’s a soft vanilla cone with a Cadbury Flake chocolate stick tucked into the side. You will often see it served from ice cream vans, especially on sunny days at the beach or in the park. Due to rising prices, the classic 99 Flake now costs more than 99p, prompting many to question the origin of its name.
While it’s easy to assume the “99” refers to its former price, the name actually comes from the Cadbury Flake chocolate itself, not the cost or the ice cream.
In fact, only cones that include the Flake are officially called “99s”—without it, it’s just a regular ice cream cone. Cadbury – the brand behind the flakes – opted to choose the numeric name to attract Italian customers, reports The Sun.
The sweet manufacturer disclosed that they initiated this practice back in 1930.
A spokesperson on the Cadbury website explained: “An ice cream served in a cone with a Flake 99 is the UK’s favourite ice cream.
“In the days of the monarchy in Italy, the King had an elite guard consisting of 99 soldiers. Subsequently anything really special or first class was known as ’99’. When Cadbury launched its small Flake for ice creams in 1930, the UK ice cream industry was dominated by expat Italians.
“So, to appeal to Italians we called our superb Flake a ’99’.”
In 2025, a 99 ice cream is expected to cost roughly £3.77 in the North East and up to £4.10 in London, based on estimates from Park Holidays. That said, prices can differ widely depending on where you are and who’s selling it—especially in popular spots like seaside towns, where it might be even pricier.
