Flaky Name

The English language is replete with subtleties that trip up non-native speakers. "Flake" has long had a positive association with food, e.g., corn flakes and flaky crusts, so a Philippine company probably thought that naming its crackers "SkyFlakes" was a brilliant stroke; SkyFlakes have been popular in Asian markets since the 1960's.

Recent usage of "flake" has turned toward negative meanings, however. A flake is an unreliable person; someone who agrees to do something, but never follows through. And flakes, as dandruff commercials tell us, should never be seen on one's shoulder.

Sometimes what's in a name can overwhelm other attributes. That's why SkyFlakes won't be penetrating the American market, no matter how good they taste.