Make My Magnum At Selfridges

When Magnum ice cream was launched 25 years ago, it made an immediate impression on me. There was nothing else quite like it in the shops; a big chunk of vanilla ice cream on a stick, coated in a crisp layer of dark chocolate that shattered and dripped down your shirt when you took a bite. It was awesome.

In the years since my first Magnum, my tastes have changed a little and I’ve also acquired my own ice cream maker, so it’s not something I tend to buy very often any more. But as mass produced ice cream in a bulk-chocolate shell goes, it’s still pretty good and if I’m offered one for free, I rarely refuse.

Naturally, when I was offered the chance to come and “design” my own Magnum at Selfridges last week, I thought about it for all of 0.4 seconds before deciding that sounded like a very good idea indeed.

The Make My Magnum experience is a concept store on the ground floor of Selfridges in London’s Oxford Street. For £4.50 you can pick your ice cream base (a “naked” magnum in vanilla, milk, or dark chocolate ice cream) along with up to three different toppings and your choice of milk, dark or white chocolate coating.

Your naked Magnum is then dipped in the chocolate coating (being a much respected VIP chocolate blogger, I was allowed to do the dipping myself), then placed into a small cardboard box that contains the toppings as they’re sprinkled onto the Magnum.

Finally, chocolate is dribbled onto the toppings to hold them in place in the form of a small mountain. Give it a few seconds to set, and your Magnum is ready.

Yes, it’s a Magnum that you have to eat sideways as the toppings will still fall off if you hold it upright, but it kinda works. And I have to admit, it’s a kind of fun experience that brought back lots of memories of Magnums past.

The Make My Magnum pop-up will be open at Selfridges until August 30th.

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