I have no idea how widespread this was, or if it was only ever something that happened in Newfoundland Junior High Schools. However, when I was growing up, it was a very foolish thing to show up in school if people knew it was your birthday that day. The ever-present threat was that someone was going to 'Flakie' you -- in other words, smoosh the [questionably] popular Flakie cake into your face. If they were at all cruel, they'd separate the cake into two halves, so they could surprise you with creamy flaky goodness, and then get you with the second half once you'd recovered and wiped the gunk from your eyes.
There was very little point in trying to resist this rite of passage. If someone had gotten it into their head to Flakie you, you were going to get Flakied. If you tried to run, someone would catch you and hold your arms behind your back while justice was served. At least in our school, the teachers had realized that there was no way to stop birthday Flakie-ings from happening. The most that they could enforce was a limit of one Flakie per birthday.
And honestly, that stuff was awful! In theory, the flaky pastry was tolerable, but I spent a lot of time trying to figure out what was inside it. Some kind of creme filling, which I guess was the same stuff as in the rest of the Vachon cakes, but to me it always tasted chemically and artificial. There was white stuff in there, and there was pink stuff in there. Subsequent research tells me that the pink was apple/raspberry flavoured, but you could have fooled me. Being hit with a Flakie was not only embarrassing, it was disgusting. I think that I only ever knew three people who actually ate the things, without doing so ironically. (And that's just a guess -- I couldn't tell you who those three people were, but there couldn't have been more than that...)
And then in 2000, a protester hit the Canadian Prime Minister in the face with a pie. I guess he'd been Flakied once too often as a kid. Do you see why we should have cracked down on this sooner?