Food and Drink PR: Licking Good In Ascot’s First Edible Hat.

LONDON. Thursday 18th July 2009. Chocolate lovers at Ascot’s Ladies Day were today treated to a nibble of a custom-made, edible Cadbury Flake 99 hat.

Stunning model Freya Berry (29) wowed fashion conscious crowds in a 4ft creation that was produced to celebrate the anniversary of the Flake 99 ice cream brand.

Judy Bentinck, an expert milliner trained by HRH the Queen’s entourage, took over 6 weeks, working day and night to create the striking piece.

The process involved intricately layering coloured mesh to create the cone and adding creamy satin for the ice cream. The Chocolate curls effect was achieved by using material that had previously been part of one of the Queen Mother’s hats. Racing fans could sample real chocolate flake pieces embedded in the hat itself.

The giant ice cream hat was specially commissioned for the high profile event by Fredericks Ice Cream, the UK’s largest independent ice cream company, who reinvented the iconic Flake 99 brand ten years ago.

Judy Bentinck commented “I’ve really enjoyed the creative challenge, the hat really is very unique and there is no doubt it is certainly a statement head piece. A must for ice cream fans”

Jacqueline Walters, Marketing Manager at Fredericks Ice Cream added; “We wanted to celebrate the 10th anniversary of Britain’s most iconic ice cream in style.”

Fredericks Ice Cream is a business forged by pioneers – the company developed the Mars Bar Ice Cream in 1988, reinvented the iconic Flake 99 in 1999 and created the World’s first wobbly lolly in 2007 with Jelly Babies. In 2008 the company was named the Most Innovative Ice Cream company in the World and received The Grocer award for the Top Launch in Ice Cream.

For more information contact Taylor Herring PR 0208 206 5151.