A Familiar Bedtime Flavour
This is a straightforward proposal. It combines two long-standing British brands into one product: a Cadbury Flake infused with the flavour of Horlicks. The design merges the familiar Cadbury purple and Flake wordmark with the deep blue and red logo of the malted milk powder. The concept feels instantly understandable, pairing the creamy, comforting taste of malted milk with the unique texture of a Flake.
The caption that accompanied the image poses a simple question: ‘Would you crumble this into a warm drink?’. This plays on how the bar is often used, most famously as a garnish for a 99 ice cream, but also as a topping for desserts and hot drinks. The suggestion here is a neat, circular one. It proposes taking a drink flavour, turning it into a solid chocolate bar, and then dissolving it back into a drink. It’s a simple idea, built on established brand recognition.
The Modern Flake Range
The Flake itself is one of Cadbury’s most protected formats. While other brands in the portfolio, like Dairy Milk, see dozens of limited editions and flavour variations, the Flake has remained remarkably consistent. New flavours for the bar itself are exceptionally rare. The innovation tends to happen elsewhere, using the Flake as an ingredient or brand rather than changing the core product.
Today, the official range is small and focused. The standard Flake bar is sold in multipacks. Beyond that, the brand exists mainly in other supermarket aisles. There is a Cadbury Flake Ice Cream cone and a chilled Cadbury Flake Chocolate Dessert pot. That’s it. There are no other permanent flavoured Flake bars on general sale. This context makes a malted milk version a significant departure from Cadbury’s apparent strategy for the brand, which involves lending its name and texture to other product categories rather than expanding the chocolate bar line-up.
A Crossover Concept
Horlicks has been a fixture in UK cupboards for over a century. Developed in the 1870s, it’s a brand built entirely on its distinctive malted flavour profile. In the UK, the brand is owned by Aimia Foods and has a quiet but persistent presence, positioned as a comforting, warming bedtime drink.
Combining it with another heritage brand like Cadbury creates a strong sense of nostalgia. But it’s also a logical flavour pairing. Malt is a common background note in confectionery, often used to add depth to biscuits and chocolates like Maltesers. Bringing it to the forefront in a Flake is a simple, effective concept that requires very little explanation.
What the real range looks like
The official Cadbury Flake range in the UK is very limited, consisting of the Cadbury Flake Chocolate Bar Multipack, Cadbury Flake Ice Cream, and Cadbury Flake Chocolate Dessert. A Horlicks-flavoured bar would be the first of its kind, as the brand does not currently produce any permanent flavour variants of the core chocolate bar.
- Cadbury Flake Ice Cream
- Cadbury Flake Chocolate Dessert
- Cadbury Flake Chocolate Bar Multipack
Frequently asked questions
- What flavour is a Horlicks Flake supposed to be?
- The concept is for a Cadbury Flake chocolate bar flavoured with Horlicks. This would give the crumbly milk chocolate the distinct taste of classic British malted milk.
- Are there other flavoured Flake bars?
- No. In the UK, Cadbury does not currently sell any permanent flavoured versions of the standard Flake bar. The brand’s variations are typically found in other product formats, like ice creams and chilled dessert pots.
- Is the Horlicks Malted Milk Flake a real chocolate bar?
- No, this product is not real. The Horlicks Flake is a Snackfish — a fictional concept and mockup image created by the online page UK Snack Attack. It is not in development and 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