Overview

• Jordan Edwards told his 800,000 TikTok and Instagram followers that a classic 99 now sells for about £3.77 in the North East and up to £4.10 in London.
• He detailed hidden overheads such as staff wages, ingredient expenses, operational charges and machine upkeep as the drivers behind current prices.
• Cadbury confirms the name “99” honors an Italian royal guard of 99 men rather than a 99p price point.
• A rival origin story linking the treat to Stefano Arcari’s 99 Portobello High Street shop remains unverified and is disputed by his granddaughter.
• Vendors across the UK continue to adjust prices regionally based on local demand, seasonal peaks and individual markups.