The Cadbury Flake is an icon of British confectionary.
First developed all the way back in 1920, and surprisingly discovered just by chance thanks to Cadbury Bournville factory employee, Ralph Thompson – who noticed thin streams of excess chocolate falling from moulds cooled into flaky ripples – the Flake has gone on to become a beloved sweet treat, not just in the UK, but in several other countries worldwide too.
Due to the success of the chocolate bar, by 1930, Cadbury began selling half-sized Flakes specifically for sticking in the top of vanilla soft serve ice cream, known as ’99 Flakes’, which were served by ice cream vendors nationwide.
Many will be familiar with the famous 1983 advert, where Cadbury chose to brand Flakes as “the crumbliest, flakiest milk chocolate in the world”.
But could the day finally be here? The day when the “the crumbliest, flakiest milk chocolate in the world” is now just too crumbly to stick in 99 cone? Well, according to a growing number of ice cream sellers, this is apparently the case.
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Ice cream sellers are complaining Cadbury Flakes are now ‘too crumbly’ for 99s / Credit: Flickr
With the UK having been treated to some warm weather recently, and the hottest day of the year even on the horizon this bank holiday weekend, it’s led to ice cream traders across the country complaining that 99 Flakes have started deteriorating in quality since the production of the chocolate treats was moved over to Egypt in 2020.
Vendor John Taylor, who owns of C&M Creamery Ices in North Yorkshire, complained to the BBC that the quality of 99 Flakes nowadays is “embarrassing for an ice cream man”.
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“You can’t give someone a 99 with a broken Flake,” he added.
Lawrence Glauser, owner of Lorenzo’s Ices in East Yorkshire, agreed with fellow vendor John and described the situation as a “big issue” because often at least a quarter of the Flake boxes are “unusable” – which has left him having to resorting to more creative measures.
“I now serve trays of ice cream and sprinkle bits of Flake on top,” Lawrence revealed, “I shouldn’t have to do that. I’m fed up of the wastage”.
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Is the “crumbliest, flakiest milk chocolate in the world” now… too crumbly? / Credit: Wikimedia Commons
Katy Alston, who is the president of The Ice Cream Alliance, says she won’t be using Cadbury Flakes in the 99s she sells from her ice cream van in Bognor Regis for the first time ever this year, as she claims she sometimes has to throw at least half the box away because “they’ve all been broken”, which doesn’t help when she has a reputation to maintain.
“If you order a 99, you want a good solid Flake in it,” she concluded.
Addressing the growing concerns, a spokesperson for manufacturer Mondelēz International said: “Cadbury Flake 99 is a naturally delicate and crumbly product, and we have processes in place within our supply chain to avoid any breakage as much as possible.
“We are aware that recently some customers have received product which does not meet our usual high standards. This has been addressed following recent improvements to our production processes although some prior stock may remain in circulation.
“We are in the process of liaising with our customers (wholesalers) to support those potentially impacted.
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“We sincerely apologise for any inconvenience caused”.
Featured Image – Flickr
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Harry Maguire extends Manchester United stay with new contract
Danny Jones
Manchester United defender Harry Maguire has committed his future to the club for at least another year, signing a new contract extension.
The Man United centre-half and England international had been the subject of much speculation over the past year or so, with many expecting him to leave last summer.
Several Premier League clubs were said to be interested in acquiring the experienced centre-half’s services then, as were there other suitors this past January, but after surviving a period out of the first-choice XI, he’s since been enjoying somewhat of a renaissance.
All that being said, the board have now decided to reassure their faith in Maguire even further, offering him a fresh one-year deal with an option to extend by another season.
Now 33, it was thought that INEOS might try and cash in on the Yorkshire-born CB while they could still get a reasonable transfer fee for him, especially as a player now supposedly leaving the so-called ‘peak’ for a professional footballer.
Then again, plenty of players have certainly challenged that timeframe over the years, and if anything, this past 18 months or so has been one of the best periods in his United career.
Having not only regained a more consistent level of fitness and form, helping shore up the defence in the absence of others along the backline, he’s also continued to prove himself an aerial threat, chipping in with multiple big goals and more than one match-winner.
It’s also worth noting that he showed huge resilience after not only a fair amount of abuse from football fans and also some of his own team’s supporters, but following the saga in Greece on a family holiday in the aftermath of Euro 2020.
This bounce-back, among a number of other factors, is why he now looks like he could be back in the frame for the 2026 World Cup, making it into the Three Lions squads this past March.
Speaking in a club statement, Maguire said: “Representing Manchester United is the ultimate honour. It is a responsibility that makes myself and my family proud every single day. I’m delighted to extend my journey at this incredible club to at least eight seasons and continue to play in front of our special supporters to create more amazing moments together.
“You can feel the ambition and potential of this exciting squad. The determination throughout the whole club to fight for major trophies is clear for everyone to see, and I am confident that our best moments together remain ahead of us.”
Jason Wilcox, Manchester United director of football, went on to add: “Harry represents the mentality and resilience required to perform for Manchester United. He is the ultimate professional who brings invaluable experience and leadership to our young, ambitious squad.
“Harry, like everyone at the club, is completely determined to help Manchester United to achieve regular and sustained success.”
A ‘legacy walk’ in memory of Joe Thompson is taking place across Greater Manchester
Danny Jones
The ‘Walk With Me for JT’, a.k.a Joe Thompson ‘Legacy Walk’, is back next month, and Greater Mancunians are being encouraged to take part.
Returning this year following his tragic passing last April, the now annual charity walk has already raised thousands for charity and is set for another big turnout.
Joe Thompson, an ex-Rochdale AFC and Bury FC player, sadly died at just 36 following a long battle with lymphoma, having been diagnosed three different times in 12 years.
While the young husband and father of two’s story is a heartbreaking one, it has also become a source of inspiration for so many across the North West and, indeed, across the UK, with people once again gearing up to complete a fundraising walk in his name.
Set to honour him by making the journey from his adopted home of Rochdale all the way to Old Trafford, with Thompson having come through Man United’s youth academy, the 15-mile trek will start at his former club’s Crown Oil Arena and stop at Bury’s Gigg Lane as well as Salford City’s Peninsula Stadium.
First held in 2024 under the ‘Walk With Me for JT’ banner, the initial legacy walk saw the Bath-born footballer and countless others complete 21 miles in an effort to raise money for treatment.
Gone but never forgotten, the charity walk survives not only in the hearts and souls of his family, friends and other people’s lives he touched, but in the community spirit that his struggle and immense bravery in the face of illness helped spur on throughout the region and beyond.
Writing on social media, the Thompson family and the Foundation in his memory said, “Last year, he walked beside us. This year, we walk for him. This isn’t just a walk… It’s a promise. A promise to carry his strength, his belief, his light forward.
For every family facing illness. For everyone experiencing loss or hardship. For anyone who needs hope right now. Every step matters. Every mile has meaning. Whether you’ve walked before or this is your first time. You won’t walk alone.”
Join the annual Joe Thompson legacy walk on Saturday 2nd May 💙
Departing from the Crown Oil Arena, the 15-mile walk will finish at Manchester United's Old Trafford 🏟️
They signed off by adding: “Be part of something bigger. Be part of Joe’s legacy. Be part of the movement. Get a team together, invite your friends, colleagues and family and let’s raise funds to support The Joe Thompson Foundation.”
With the event beginning at 11am on Saturday, 2 May, there have already been numerous sign-ups, and you can expect even more to lace up their shoes and pay tribute to a local hero.
If you want to join in the effort and help do your bit, you can register for the 2026 Joe Thompson Legacy Walk right HERE.
Emily Sergeant -
26th May 2023 
