Chuck Studios' '99' Alternatives Brings a Twist to Ice Cream Classic

With the sun finally here there’s nothing more British than a paddle on the beach with your favourite 99 ice cream in hand.  

The UK’s current heatwave combined with international travel restrictions have sparked a rise in trips to the seaside and a bigger than usual demand for the iconic ice cream treat.  

This got the team at Chuck Studios London thinking. - “What if we ran out of flakes?”  

The water cooler moment ignited the creative juices of photographer and director Karen Thomas and she was Inspired to think of alternative options just for fun.  

“It was just a simple and fun concept to consider what else we could use to replace the nations favourite” commented executive producer Pete Ryan - “… and who better to play with that thought than Karen Thomas”.

Having ’99 Alternatives’ became a working title and Karen set about shooting some examples.

“We still think the flake is unbeatable, but we had fun playing and of course there was no shortage of help on the day” Karen added.  

What’s your favourite and what would you have instead?  

Check out Karen's work here.