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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.
March 18th, 2009 at 3:57 pm
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).
March 18th, 2009 at 5:54 pm
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?
March 19th, 2009 at 7:46 am
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!
March 21st, 2009 at 9:04 am
[...] about Bird’s Ice Magic reminded me of when the ice cream van used to come round and all the kids in the neighbourhood [...]
March 26th, 2009 at 8:58 pm
I don’t know the brand but, it’s still made we buy it probably once a year just saw it last week
June 15th, 2009 at 9:04 pm
does anyone know if can you get the original ice magic anywhere else in the world even to ot available in uk??
June 16th, 2009 at 6:07 am
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.
June 16th, 2009 at 6:28 pm
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.
June 17th, 2009 at 9:06 am
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!
July 22nd, 2009 at 4:36 pm
[...] 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 [...]
September 28th, 2009 at 3:56 pm
Vaguely recall a caramel version of this as well?
December 18th, 2009 at 3:36 pm
A company called Macphie are bringing it back next week
December 18th, 2009 at 10:06 pm
Thanks for the tip off Angie! Keep your eyes peeled everyone for its return.
December 23rd, 2010 at 9:44 pm
I think the last flavour was choc-toffee or choc-caramel. I remember getting a bottle after it became hard to find!
August 1st, 2011 at 4:30 pm
Does anyone know if u can still get this?
August 2nd, 2011 at 11:29 am
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.
November 24th, 2011 at 9:27 pm
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
November 26th, 2011 at 6:22 pm
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.
April 22nd, 2012 at 6:47 pm
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
July 15th, 2012 at 1:25 pm
What about butterscotch instant whip?! Remember that? Lovely stuff!
February 14th, 2013 at 4:06 pm
[...] 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 [...]