When Fry's milk chocolate was launched in 1902, the Five Boys picture was featured on the label and the chocolate became known as 'Five Boys Chocolate'. It retained its popularity until it was withdrawn in 1976. The 'Fry's 5 Boys' advertisement was first used in 1885. The photographs were taken by Messrs Poulton & Son. The model was the photographer's son Lindsay and a rag soaked in ammonia was used to achieve the 'desperation face'.