Tuesday, May 11, 2010
For over eighty years folks enjoyed a simply little candy called Flicks. They were disks of chocolate (or mockolate) like large chocolate chips sold in foil wrapped tubes. Great for munching at the movies or sharing with the kids.
They were originally made by Ghirardelli starting in 1904 and over those decades they never changed. Seriously, never altered the manufacturing equipment at all. So it shouldn’t be much of a surprise that eventually the machines broke down and couldn’t be easily repaired. Instead of developing a new process Ghirardelli simply stopped making them. But folks missed them, so after sitting idle, in 2004 the Tjerrild family bought the trademark and rights to the candy and set about repairing the old machines. Though the actual machinery is no longer in Racine, Wisconsin, but now in Fresno, California - they still use the same Ghirardelli mockolate formula.
The package is simple. It’s a cardboard tube covered in foil that wraps around and into the ends to close them up. Then they’re covered in plastic wrap to protect the freshness. (I believe they’re change it this year and putting the candies inside into a plastic baggy and getting rid of the overwrap.) The tube is about 5.25 inches long and about 1 inch in diameter, about the same as half of a paper towel core. The foil comes in four colors, for no particular reason I guess: red, blue, gold and green.
I admit that I’ve been hesitant to review these. I’ve had Flicks before, probably 30 years ago and recall them being cheap tasting (even then I knew the difference between real chocolate and substitutes). But enough people were pining for them that they were brought back after 15 years out of production, so the narrative of something being brought back from the dead is compelling.
The disks are between 1/2 and 3/4 of an inch in diameter.
The pieces don’t smell like much at all and look rather waxy. The texture at first isn’t very encouraging, it’s waxy and immediately gives off sweet and powder milk notes. But then it gets a little creamier as it melts, it’s a little malty, a little bit of salt in there. It’s very sweet. They’re not so much a chocolate as a simple kind of mockolate tablet. I can’t say that I love them, but didn’t mind eating them as much as I thought.
Overall, I have very little interest eating these when there are so many better things I can do with 220 calories and $1.39 that don’t contain palm oil. Ghirardelli makes such nice baking chips, it’s a shame these can’t just be those.
Here’s a little factory video, which is so utterly charming that I forgot I didn’t like them that much.
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