Two more 'answers' to add to the mix; it's like "call my bluff";
**The name 99 for the short Flake dates back to its launch in 1930 when the UK ice-cream industry was dominated by Italians. Legend had it that a King of Italy surrounded himself with an elite bodyguard of 99 soldiers. Therefore, to Italians, the number 99 signified the very finest quality. **
'99flake' quite simply it is order no. 99 on the cadbury rps product list and was the 99th. product introduced by cadbury.**