The 99 Deconstructed
The name ‘Flake 99’ is a piece of British cultural shorthand. It refers not to a specific bar, but to the serving of a soft-serve ice cream in a cone with a single Cadbury Flake pushed into the top. The origin of the name is debated, but its meaning is universally understood. For decades, it has been the definitive way to serve the chocolate.
This new design proposes a bar that contains the entire experience. By adding strawberry flavour, it emulates one of the most common sauces or syrups paired with the original soft-serve dessert. The mockup’s wrapper retains the classic yellow and purple Cadbury livery, but adds a bold pink stripe and images of strawberries, leaving no ambiguity about the proposed flavour. The caption that accompanied the image read simply: “Flake 99 Strawberry Edition! Who needs an ice cream cone now?”
A Departure for the Brand
A flavoured Flake would be a significant move for Cadbury. The bar’s identity is built almost entirely on its unique, delicate, crumbly texture. Its manufacturing process is famously a closely-guarded secret, resulting in folded layers of milk chocolate that crumble at the touch. Historically, brand extensions have focused on leveraging this format, rather than altering the core chocolate recipe itself.
The current Flake range in UK stores consists of products built around the original bar. There is a Flake-branded ice cream tub, a chilled chocolate dessert pot, and the standard multipacks of the bar itself. All of these products use the classic milk chocolate Flake as their centrepiece. A strawberry-flavoured bar would represent a rare pivot towards flavour innovation for a product that has always been about its physical form.
What the real range looks like
The official Cadbury Flake range currently includes Cadbury Flake Ice Cream, Cadbury Flake Chocolate Dessert, and the standard Cadbury Flake Chocolate Bar Multipack. This fictional Strawberry Edition would be the first flavour variation of the core bar, shifting the focus from format extensions to altering the chocolate itself.
- Cadbury Flake Ice Cream
- Cadbury Flake Chocolate Dessert
- Cadbury Flake Chocolate Bar Multipack
Frequently asked questions
- What is a Flake 99?
- A ’99’ is the common name in the UK and Ireland for a soft-serve ice cream served in a cone, into which a standard Cadbury Flake bar has been inserted. It’s a classic seaside and summer treat.
- Has Cadbury ever sold a flavoured Flake bar?
- While there have been some spin-offs and related products over the years, the core Cadbury Flake bar has remained almost exclusively milk chocolate. The brand’s focus has traditionally been on its unique texture, not on introducing flavour variations to the bar itself.
- Is the Cadbury Flake 99 Strawberry Edition a real product?
- No, this is a Snackfish. The Flake 99 Strawberry Edition is a mockup created by UK Snack Attack and it is not sold anywhere.
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You have been Snackfished!
Snackfish :
[sn-a-ck-fish] verb
A snack that lies about its legitimacy as an official product online for internet clout and attention. Most commonly fabricated in Adobe Photoshop or using the unofficial Snackfish AI