A lot of people believe that the much loved 99 got its name as it originally cost 99 pence.
Here’s the real story from Cadburys who manufacture the flakes.
From the Cadbury website: An Ice Cream served in a cone with a Flake 99 is the UK’s favourite ice cream. In the days of the monarchy in Italy the King had an elite guard consisting of 99 soldiers.
Subsequently anything really special or first class was known as “99”. When Cadbury launched its small Flake for ice creams in 1930, the UK ice cream industry was dominated by ex-pat Italians. So, to appeal to Italians we called our superb Flake a “99”
So now you know