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BNPS.co.uk (01202 558833)<br />
Pic: Nestle/BNPS<br />
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A Black Magic advert from Christmas 1937 <br />
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Chocolate for the masses!<br />
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A fascinating archive of vintage adverts has emerged and revealed how the humble Black Magic chocolates were the first box that was affordable for all.<br />
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When the famous dark chocolates were launched by Rowntree's in 1933 the company was on the brink of bankruptcy and was desperately trying to save itself from going bust.<br />
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Until then, Rowntree's only sold incredibly fancy boxes of the treats which were in hand decorated cases and cost up to £300 each in today's money.<br />
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When Black Magic hit the shops at just five pounds for the largest box customers were shocked that they were able to buy luxurious chocolates for the first time.<br />
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The enormous success of the budget brand saw people's views of chocolate change from one of extreme wealth and importance to an every day treat for all classes.<br />
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Black Magic grew to become one of the most popular products Rowntree's sold and managed to save 151-year-old business from closing down.<br />
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The success of the now internationally famed box is illustrated in a collection of images that have been released to celebrate its 80 year anniversary.<br />
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Before the delicious treat was invented a box of chocolates would cost 100 shillings, which was the equivalent of 10 weeks worth of rent for a factory worker.