A 99 is an ice cream cone, with a chocolate flake in it

Ice Cream with a Flake

mr 99 flake & mrs whippy

According to one explanation that I heard, the cardboard boxes that the 99 flake bars were packaged in was one hundred millimetres in length; so in order that the flakes would fit into the boxes they were manufactured at ninety nine millimetres length.

i thought it was because they cost 99 pence or in America cents when i was little they did now they're 1.30!

fruit flake