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I was (and still am) partial to the odd bit of ice cream, and a bit of chocolate or strawberry sauce drizzled over the top only makes a good thing better if you ask me. Â So how could you possibly improve on this?
The answer came with the launch of Bird’s Ice Magic, a new topping which to a kid literally did appear to be magic, for after you squeezed this stuff all over your ice cream it would set hard to create a crackable shell. Â Clever stuff, and very tasty too!
Ice Magic also came in very interestingly shaped containers, which added to the appeal. Â The bottle was cone shaped, and the lid had a wobbly edge that made it look just like a coating of the ice cream topping had been applied to it. Â If I remember correctly it was available in Chocolate, Chocolate Orange and Chocolate Mint varieties, the latter of which was particularly good when applied to Mint Choc Chip ice cream! Â There was another variety, as the TV advert embedded below shows, but I don’t know what it was. Â Chocolate Banana perhaps, given it had a yellow lid?
Bird’s Ice Magic is no longer available in the UK, but fret not, for their is an equivalent product available in the supermarkets! Â Silver Spoon make a range of ice cream sauces called Treat, and the Monster Crackin’ varieties behave in a very similar manner.
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This indeed was great stuff. Loved it as a kid.
Do we know why it’s not available anymore?
Thanks for the tip about the silver spoon equivalent, can introduce my little one to it now (and re-introduce myself! lol).
I’ve no idea why Bird’s stopped making Ice Magic. They’ve stopped producing a lot of good stuff over the years. Remember their Instant Hot Crunch Puddings?
Never heard of it lol.
To be fair, I didn’t realise birds made the ice magic, I just remember the product. I suppose as a youngster you don’t take that much notice, that’s why I’m having so much fun reminiscing on your website……one day I will remember something you haven’t already thought of!
[…] about Bird’s Ice Magic reminded me of when the ice cream van used to come round and all the kids in the neighbourhood […]
I don’t know the brand but, it’s still made we buy it probably once a year just saw it last week
does anyone know if can you get the original ice magic anywhere else in the world even to ot available in uk??
You can certainly get something similar in the UK, as my original post states. They appear to have something in Australia with the same name (not in the conical packaging though). Check out this page from a site selling stuff to homesick aussies.
have just watched the Supersizers do 1980’s and they were demonstrating the joy of ice magic (still on the BBC’s I-Player). Plus pop tarts and some of the most grotesque cocktails known to man. And nouvelle cuisine, aka a tomato on a plate.
Good watch.
Ah! Many thanks for the info on Supersizers Jane. I’ve had a bit of a spike in traffic to this page and was wondering why Ice Magic had suddenly become so popular!
I’ll check out iPlayer to take a look!
[…] Gail B(14) Member Location: Scotland Gorgeous Glasgow Today, 17:36 OR this Bird’s Ice Magic | Child Of The 1980’s _____________________________________________________________________ Signatures are visible to […]
Vaguely recall a caramel version of this as well?
A company called Macphie are bringing it back next week
Thanks for the tip off Angie! Keep your eyes peeled everyone for its return.
I think the last flavour was choc-toffee or choc-caramel. I remember getting a bottle after it became hard to find!
Does anyone know if u can still get this?
You can’t get Ice Magic any more, but you can get something similar. Askeys make a similar product called Crackin’, though I think it’s only available in a normal chocolate flavour.
pure just had eh askeys crackin chocolate wan an its awrite en at but no as good as eh ice magic but. pure used ti get it at ma grans every sunday en at
If I understand your typed accent correctly Tam, you’re saying you’ve tried the Askey’s version and it isn’t as good as Ice Magic, in which case I have to say I completely agree. The Askey’s stuff doesn’t seem to form as good a shell as Ice Magic used to.
i was telling my grandchildren about ice magic will it ever come back from supplier birds which still makes lovely custard my children loved ice magic (chocolate) it would be a good seller
What about butterscotch instant whip?! Remember that? Lovely stuff!
[…] wax I yanked it straight out and plonked it into a bucket of icy water. Like magic (in fact, like Ice Magic, if anyone remembers that) the whole thing sets into a hard shell around the carcass. Removing the […]
they should bring ice magic back
At a dinner with some friends in Wales, in 1982, the dessert was vanilla ice cream with orange flavor Ice Magic and a generous splash of either Cointreau or Grand Marnier (forget which, but orange liqueur, anyway) overall – best dessert I’ve ever tasted !! 😀
Loved it!
Seen a vimto flavoured one in asda
Easy to make your own! Just melt 200g of dark chocolate with 2 tablespoons of refined coconut oil in a bowl by microwaving it at 30 second intervals (stir after each 30 seconds) until it’s melted. Let it cool down to room temp. Put it in a squeeze bottle to drizzle or just spoon it over ice cream, wait 30 seconds, and voila!
They stopped making it because of one of the ingredients. Made from ground up bone meal of cows. When mad cow disease came out and bans were put in place for off the bone meat etc loads of birds products dissappeared. Hot crunch, custard was changed.. Just shows you that what tastes like good stuff is actually full of crap. Still i loved Ice Magic same as all you guys.
I loved iced magic it was fantastic and great for kids ….too much red tape these days ?
My favourite Ice Magic flavour was Toffee Chocolate. Nothing remotely like that available now. And in response to Sarah, the butterscotch was Angel Delight and it’s still available.
[…] a while, everything seemed uncertain, nothing was fixed. As a good Gen Xer, I was put in mind of Ice Magic: the hard shell of our political institutions being lifted off to reveal a rapidly-melting […]