How We Came to Know The Cadbury Flake

Cadbury Fake is one of the all time best British candy bars and this classic British chocolate bar has been a favourite in Britain for almost a century. From the first moment it was produced, Cadbury knew it would be a hit, and so much so they knew that they would have to keep its formulation a closely guarded secret, and so it remains to this day.

This delicious chocolate bar was first developed in 1920 and was founded by accident by an employee of Cadbury. This clever employee noticed that when excess from the moulds drained off, they fell off in a stream and created a folded flaking chocolate.

In 1930, every childs dream was realized, Cadbury began to produce boxes of loose half-length Flakes that were distributed to ice cream vendors across the UK. The premise was that the Flake could be placed at a 45-degree angle at the top of an ice-cream cone, and this would become known as the ’99 ice cream’. Although there have been many different claims as to where the name ’99’ originated, its origin is unknown, and some vendors now often refer to it incorrectly as the ’99 with Flake’.

“Only the crumbliest, flakiest chocolate, tastes like chocolate never tasted before.”

Cadbury Flake has a long history of sensual advertising. The line above was first used in 1959 and was continually used for many years. Cadbury’s marketing have always stuck to their guns and claimed that the advertising campaign has been about the sensuous nature of eating chocolate.

Cadbury Flake girls have included 1969 Miss World, Eva Rueber-Staier, who also starred in The Spy Who Loved Me, Octopussy, and For Your Eyes Only. Singer Joss Stone was also a Flake girl in 2008. In 2010 Cadbury finally pulled the plug on the Flake girl. The new advertising campaign was to focus on the “beauty and delicacy” of the Flake bar rather than the Flake girl succumbing to the chocolate. The new ad featured Russian model Yulia Lobova in over two hundred metres of yellow fabric. The fabric twirls around the beautiful model as a yellow dress, in an analogy of the Cadbury Flake wrapper.

Cadbury Flake has had many variations.

In 2000 the Cadbury Snowflake was launched.This chocolate bar being a 12.5cm (five-inch) version of white-chocolate flake wrapped in a milk chocolate coating.

In 2003 and 2004 Cadbury launched three more Flake variation products. The first, in 2003, was the Dipped Flake, which like the SnowFlake was only 12.5cm long.’The ‘Dipped’ is wrapped in a coating of Cadbury milk chocolate, which holds the Flake firmly together, making it less crumbly and easier to eat.

The next Cadbury Flake variation appeared in September of 2004, when Flake Moments were launched. This was a boxed selection, with two layers, each containing 11 milk and white miniature Flakes, with added garnishes. These chocolates have different names such as Heaven, Delight, Obsession and Reflection.

Cadbury introduced their own Flake Ice cream. It is a Crisp Biscuit Cone Filled with Vanilla Flavour Ice Cream,topped with Milk Chocolate Curls and of course a Milk Chocolate Flake. It also comes Strawberry flavour. Also available is the 500ml tub of soft vanilla ice-cream, scattered with small pieces of flake.

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