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Black Magic chocolates

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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.

Love Lynnette x


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  • Pam Brierley on

    We all used to love them, all the flavours! My favourites were butterscotch, orange and coffee. The current brand is nowhere near as good, even the quality of the chocolate is inferior. Why did they change it and reduce the amount of choice and who remembers Misshapes, much cheaper rejects, sold in a cellophane bag which looked like a gold net bag. My mum used to get them as a Friday night treat for my mum, after he’d been paid!

  • Lovelys Vintage Emporium - Lynnette on

    Hello Glamour In The County and Cherry Harris! I totally agree, the box has been ruined. Why couldn’t they keep the original flavours that we all totally loved? It is a crime…Lynnette (MD, Lovely’s Vintage) x x x

  • Glamourinthecounty on

    Funny, I was talking to my Mum just before Christmas about how awful Black Magic is now.

    She always had a box of Black Magic for Christmas. I used to sneak the toffee and mallow & the hazelnut clusters. The orange ones always seemed to get left.

    A few years ago when they started production again, I brought my Mum a box. How disappointed we were when we found one layer and only a few flavours. I continued to buy the odd box for her, but after our conversation she said not to bother as they were so awful now.

    It’s a shame that such a much loved brand has been changed so much.

  • Cherry Harris on

    Oh the memories from all these lovely people are making me sad and happy at the same time . My mum, who is sadly not with us either ,always had black magic for Christmas or birthday and I always used to pinch the cherry liqure and I thought she never guessed however I reckon she knew and didn’t care a tad .This year I thought I’d treat myself to a box of black magic I couldn’t believe how awful they are …four flavours that are cheap tat I ask you . Roundtrees come back to us and bring back original black magic.

  • Mrs Frances Gibson on

    Oh yes the box of black magic I too learnt of this treat from my mother who also was given this treat by my father. it became my favourit chocolate and still is BUT the disappointment when I had my annual box and the contents had been cut the joy and pleasure was gone and I only occasionaly get this less exciting box. Perhaps a campaign should be started to bring back all the original 12 chocolates YES PLEASE

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