The famous British chocolate brand Cadbury is giving away free Flake 99 ice creams to celebrate the 99th birthday of the Cadbury’s Flake, the chocolate bar used in 99 cones.
Customers will be invited to scream into the touring iScream machine, and if you make enough noise, your 99 cone is completely free.
The Cadbury's Flake was first developed in 1920, when a Cadbury's employee noticed that the crumbly, flaky chocolate falling off the production line looked good enough to eat.
The special "folded" appearance of the chocolate in a Flake was an accidental by product of the chocolate-making process, but was deemed so special it became its own bar of chocolate.
The Flake 99s were created soon after as a smaller version of the Flake bar. Stuck into a cone of ice cream, they became perhaps the most iconic British summer treat of all time.
The Cadbury's iScream machine will move around the British coast this summer, starting today in Brighton. Those in Weston-Super-Mare will be treated to free ice creams at the weekend, and many more locations are still to be announced.
Sean Fitzgerald, Junior Brand Manager at Cadbury, says: “We are very excited to announce the tour of this exciting iScream machine to celebrate 99 years of Cadbury Flake.
"This intense chocolatey bar has been a staple favourite for almost 100 years due to a secret in the chocolate process that no other brand has managed to crack; Cadbury Flake 99s can withstand the heat and maintain their delicate flavour better than other chocolate, and not melt or break too easily."
The promise of free ice cream is certainly an excellent excuse for a day trip to the seaside.
