Only the crumbliest, flakiest chocolate, tastes like chocolate never tasted before

Cadbury¹ was founded by John Cadbury, who was a Quaker. He opened a grocery shop in Bull Street, Birmingham, UK, in 1824. The shop would become the foundation of Cadbury Limited, within seven years he had changed it from a grocery shop to the manufacturing of drinking chocolate and cocoa.

Cadbury launched their Flake bar in 1920. The Flake was inspired by a Cadbury employee who noticed that when the chocolate moulds over-spilled, the excess chocolate would fold down in a stream, and the cooled stream of chocolate had many thin layers with a crumbly flakey texture.

The original Flake is 15cm (six inches) of log-like flakey, crumbly chocolate, wrapped in a bright yellow plastic wrapper, which is twist-sealed at each end; the original Flake is the only one sealed in this way. The Flake is also available in 'fun size' packs.

The 99 Flake

In 1930, a Flake half the size of the original Flake, and packaged loose in boxes, was produced for the ice cream trade to place into their ice cream cones, usually at a 45-degree angle, which have since been known as the 99 ice cream. Although there have been various claims as to where the name 99 originated, its origin remains unknown.

Flake Girl Television Adverts

The first TV advert for Flake was televised in 1959, and the last one in 1999. Numerous others were made during those forty years; for the cinema, as well as television. The 'Flake Girl' adverts are among the most memorable of all time. Although the early ones were in black and white, with the advertising slogan: Sixpence-worth of Heaven, and wouldn't raise an eyebrow today, in the 1950s and 60s they were said to be the sexiest sights on TV.

What made them memorable were the seductive undertones of the Flake Girls as they first slowly unwrapped, then put the Flake into their mouth, and nibbled or bit a piece off of it, catching any falling pieces of chocolate with a well-manicured finger or two, which was often followed by a climatic explosion of water, such a waterfall or the popping of a bottle of champagne, combined with the background music, relaxing scenes and atmosphere.

There was sometimes controversy surrounding the adverts. In the 1970s, one of them was taken off air amid complaints of the seductive way the Flake Girl bit the Flake. Another one had to be re-shot following complaints at the way the Flake was licked, before being nibbled.

Various adverts also appeared in UK magazines and newspapers; it was in 1976 that the words 'The crumbliest, flakiest chocolate' first appeared on the pages. It can be reasonably assumed that this was also about the same time of the introduction of the television advert jingle:'Only the crumbliest, flakiest chocolate, tastes like chocolate never tasted before'. Ronnie Bond, at one time a prolific jingle writer, wrote the jingle. Various session singers sung it over the years, with the exception of Flake's 30th anniversary advert, when singer, Kirsty Hawkshaw was commissioned to perform the jingle.

In 1999 the fortieth anniversary adverting campaign signified a new era in Flake advertising, and an end of the Flake Girl as we knew them. Various clips from previous Flake Girl adverts were incorporated into the new style adverts. With a double meaning on the 99 – the 99 Flake and the year 1999.

The new Flake advert campaign was part of Cadbury's 'Your Happiness Loves Cadbury' involving various confectionery products. These included the use of life size animal puppets, such as a puma or a hyena, wearing a tiara or a collar with the word 'Happiness' accompanied by the ladies indulging in a chocolate treat. That campaign has also come to an end. The latest, in 2006, being 'First taste, first love'.

Advert Parodies

There were numerous parodies of the Flake, its suggestiveness and adverts, the following is just two of them. One was in the comedy Birds of a Feather. Dorien, a character portrayed as a 'man eater' was a visitor at a men's prison, as she got out a Flake, and in the style of the advert, she opened and nibbled it; the visiting room went silent, as all the men stopped talking to their visitors and watched Dorien.

Comedian Jasper Carrott had a sketch, on his Canned Carrott show, imitating a Flake advert where a Flake is consumed while relaxing in the bath. In Carrott's spoof version a woman is in a bath, eating a Flake, the water is over-flowing from the bath, Carrott, dressed in a scuba outfit, emerges from the plug end of the bath with a handful of Flake wrappers.

Flake Variations

In 2000 the Snow Flake was launched; a 12.5cm (five inch) version of the original Flake, wrapped in a coating of white chocolate.

Controversy followed the launch when the 'official' wedding photo of newlywed television presenter Anthea Turner and millionaire businessman Grant Bovey showed them eating a Snow Flake. The photo was released by OK! magazine; who had exclusive rights to the wedding². It was offered to the UK media with the following caption 'ANTHEA TURNER AND GRANT BOVEY exclusive OK! wedding photograph, enjoying Cadbury's new Snowflake. For the complete wedding coverage and a free Cadbury's Snowflake, buy OK! magazine this weekend. OK! First for celebrity news'. Only one tabloid took up the offer, using the headline: 'Sickener'.

During 2003 to 2004 Cadbury launched three more Flake related products:

The first, in 2003, was the Dipped Flake; like the Snow Flake, it is 2.5cm shorter (a full inch) shorter than the original Flake. The Dipped is wrapped in a coating of milk chocolate, which holds the Flake firmly together, making it less crumbly and easier to eat.

The next was in September 2004, when Flake Moments were launched. A boxed selection, which has two layers each containing 11 milk and white miniatures flakes, with added garnishes. The Moments chocolates have names such as: Reflection, Delight, Heaven and Obsession.

The following month the Flake Praline, again, 2.5cm shorter (an inch) shorter than the original Flake, was launched. The Praline, which is a Flake partially covered in hazelnut Praline; a thin chocolate covering mixed with crushed hazelnuts.

In autumn 2006 Cadbury is planning to release a dark chocolate version as their latest edition to the Flake brand: Dark Flake.

Flake Ice Cream

Among the Flake ice creams choices, is the 500ml tub of soft vanilla ice cream, scattered with small pieces of flake.

Based on the original Flake 99 ice cream, a box of four 99s, with a biscuity wafer cone, vanilla ice cream, with a 99 Flake placed in the top, amid small curls of milk chocolate. Available in vanilla or strawberry ripple.

Recipes, Cakes and Deserts

The uses of Flake on cake, particularly chocolate cakes are numerous. Cut into pieces, or crumbled, they can add extra sweetness and texture to a basic sponge cake, or an elaborate celebration cake, garnish on a trifle, a topping for hot chocolate or cappuccino.

A recipe ideal for Doctor Who Dalek fans: Dalek Chocolate Cake.

Cadbury also produce various chocolate cakes, and deserts with Flake topping. Some of these are seasonal.