ME, MY MOTHER & BLACK MAGIC CHOCOLATES

Black Magic chocolates

To shop the different decades at Lovely's Vintage Emporium click HERE

Throughout my childhood my father would religiously buy my mother a box of Black Magic chocolates every year on her birthday and at Christmas. I used to get so excited twice a year knowing that the rectangle parcel once opened would contain the magic inside. My mother was very possessive of her treat though and would leave it for days and days before she opened the box and even then my brother S and I would only be allowed one chocolate each. I can see the iconic black box now on the top shelf of the highest cupboard out of reach of me and my brother's grubby fingers. It really was forbidden fruit and therefore all the more desirable.

All of these memories of a black box with a red rose on were hidden away somewhere in the back of my brain until yesterday. I was dawdling around my local farm shop trying to decide between an organic parsnip or an organic turnip (as you do) when my eyes happened upon a big brown wicker basket piled high with...boxes and boxes of Black Magic ready and waiting for customers to purchase for Christmas. The packaging has changed but that iconic black box stopped me in my tracks and I just knew I had to have one. Not as a present for anyone else but just for me. All for me. I wanted to consume the contents of the box right there and then.

Inside a vintage box of Black Magic chocolates

The box came home with me last night and as Mr Lovely was out for the whole evening you can guess the rest of this story. Suffice to say that today I feel a little nauseous/satisfied. I was disappointed though as now there is only six flavours whereas I remember twelve. But as I was chowing my way through the box I started to read the piece of paper inside with the history of Black Magic. I had never thought before about when they were first made. The brand was launched in 1933 as an 'affordable treat' and continued until 1941 when the war curtailed production due to a lack of ingredients. They were sold again from 1947 (a year after my mother was born). During the 1950s and 1960s (my mother started dating my father in 1964) they were given as a courtship present by men to women - that explains a lot! During the 1970s and 1980s, which is when I was a child, I remember the advertising campaign as something like: 'Who knows the secrets of the Black Magic box?'

Vintage Black Magic chocolates advertVintage Black Magic chocolates box1973 Black Magic chocolates adverts

advert from 1939; box from 1970s; advert from 1963

1950s Black Magic chocolates advert50s Black Magic chocolates advert1950s Black Magic advert1950s Black Magic chocolates advertising campaignCouple in 1950s Black Magic chocolates advert

Advertising campaign from the 1950s

Sadly about three years ago my mother informed my father she had never really liked Black Magic chocolates. I do wish she hadn't spoiled the magic and had kept that secret between herself and the Black Magic box. 

PS: I can still name the original twelve flavours: Montelimar, Chocolate Almond, Hazel Cluster, Toffee & Mallow, Orange Cream, Truffle & Nougat, Butterscotch, Coffee Cream, Liquid Cherry, Caramel, Strawberry Cup, Marzipan.

Please do tell me your memories of chocolates from childhood, I love to read all your comments.

To shop the different decades at Lovely's Vintage Emporium click HERE

Love Lynnette (MD of Lovely's Vintage) x

 



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  • Carole Owen on

    The great spoiler for me is that they now contain egg white and I have egg allergy.
    Why would adding egg white improve anything?

  • Carol Carnegie on

    Where oh where have all those gorgeous centres gone, the magic has definitely gone, no where near as good as they used to be, such a shame cause they were my favourite, and what has happened to spangles, they were great sweets and so many different flavours, acid drops were my favourite, ahh for the good old days xx

  • Martin Weinling on

    Somebody mentioned Neapolitan chocolates. I used to get a box of those every Christmas.
    They either stop doing things or they get made differently and ruined.

    Black magic ruined.
    Dark terrys chocolate orange. Stopped
    Terrys Neapolitans. Stopped.
    Even radox original bubble bath. Stopped!

    I will never forgive nestle for ruining Smarties.
    They don’t taste the same the texture is like blotting paper on a warm day they look as though they have been sucked and put back in the bag! The colours are all wrong too. If people want to be healthy then they should not be eating Smarties!
    Bring back the old ones!
    Ribena and coca cola still make the full of sugar rot your teeth originals along side the sacherin sweet versions so people have a choice.

    I hope you read this Nestle!

  • Jan G on

    I remember rowntrees black magic chocolates at Christmas was a lovely treat, my mum loved them as well. Fillings were excellent, lovely chocolate.
    I purchased nestle this year as black magic has fond memories for me, not now fillings awful chocolate is matt chocolate and does not have that beautiful dark bitter taste anymore. They ended up in the bin. Such a same when they spoil them.

  • Gillian Roebuck on

    I remember Black Magic, all the flavours were delicious i loved the coffee cream, cherry liquor and the montelimar and the little chocolate bar to make up the weight.



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