The name "Tray" came from the special pack in which the milk chocolate assortment
was delivered to the shops. Originally Milk Tray was packed in 5.5lb boxes and arranged
on trays from which it was sold loose to customers
The Double Decker name was inspired by the British obsession with double decker
buses in the 1970's
The real reason for "99" Flake being so called has been lost in the mists of time,but
this is an extract from an article which appeared in a Cadbury works paper many
At a recent Sales conference Mr Berry, a sales manager, told a story of how Flake
became associated with ice cream and how "99" Flake came by its name.
"When I first came north in 1928 I found that some of the Italian soft ice cream
makers in County Durham were trying ways of introducing other lines to increase
their sales, which in those days were largely in the form of sandwich wafers. The
possibilities were obvious if we could get a suitable line, both in shape and size
and texture - and the most promising was Flake, which at that time only sold as
a 2d line, and therefore had to be cut with a knife to reduce its size."
It proved very successful and its popularity quickly spread. After successive introductions
of half penny and 1d Flake, both of which were sold with ice cream, the Sales Committee
finally agreed to produce a special size to fit the sandwich and Mr Berry visited
a number of Italian customers in the area. After this of course the cornet with
the Flake placed temptingly in the top of the ice cream became very popular.
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.