The ‘Flake’ part of its name comes from the fact that it’s served with a Cadbury Flake perched inside. Cadbury have similarly suggested that the name could originate from another class of 99 men pre-dating the First World War. Mr Whippy ice cream cones originated in United Kingdom. (Credit: Mike Kemp/In Pictures via Getty Images Images)

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There have been concerns the classic summertime treat may be at risk this summer, with recent batches of the Flake deemed to be ‘too crumbly’ by ice-cream vendors. These artisans decided to incorporate the Cadbury Flake into their ice creams in hopes of increasing customers’ interest and boosting sales. Cadbury's were meant to have dropped Flake Girl in 2004, the BBC commenting that "her genuine enjoyment … seemed out of step in an age in which knowing irony and parody had become the norm". She hasn't gone altogether, however, appearing recently in an aquatic and impeccably silly Egyptian advert, as well as in this year's hypnotic and very beautiful offering.

A 99 is nothing without a Flake. That shattering finger gives depth and body to the scummy, foamy ice-cream and desiccated cone. 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. People seem to have spotted its affinity with ice-cream almost immediately. By 1930, Cadbury's was selling half-length Flake "99s" specifically for prodding into Mr Whippy, or his equivalent. Thanks to an article that appeared in a Cadbury works paper many years ago, we have a better understanding of how they landed on the moniker.

As for the ’99’ part, Cadbury explains: ‘In the days of the monarchy in Italy, the King has a specially chosen guard consisting of 99 men, and subsequently anything really special or first class was known as ’99’ – and that his how ’99’ Flake came by its name.’