> Flakes are famous for two reasons. One, the adverts. They used to show that eating a Flake is some sort of sexual experience that can only be matched by having an overflowing bubble bath and a lizard crawling on your telephone. The phone lizard is one of the most well-known images in advertising.

Oh yeah, the adverts were aimed at women to appeal to their chocolate-loving sides, it seems. At least, they only ever showed women relaxing in the bath with a flake and not men.

> Two, the "99." The height of ice cream technology. Take a normal soft whippy ice cream in a cone, and then STICK A FLAKE IN IT. It was like a little Christmas every time.

Ah, the '99. Happy days. I always wondered why, as a child, when you could have a '99 with a flake in it, would you ever want one without?

Bea"Ate the flake first"sty