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99 FlakeA 99 Flake is an ice cream cone with a Cadbury Flake chocolate bar inserted in it, typically at a 45 degree angle. A 99 is traditionally sold by ice cream vans and parlours and is a typical holiday memory for most British people. The classic 99 uses soft ice cream. Variations include a 99 with two flakes and a 99 with strawberry or raspberry topping sauce. The 99 was invented by Cadbury's to increase chocolate sales. According to Cadbury the name came from Italy: "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 is how the 99 Flake came by its name." Although this is incorrect, for a long, long time the 99 flake cost a consumer 99p for a regular cone. Unfortunately, the price has since gone up but the flake retains it's name for posterity. There are many references to 99s in British pop culture. Notably, the pop-electronica duo The KLF used ice cream van iconography and included the phrase "Make mine a 99" in their songs.
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