For me, one of the delights of European travel is purchasing something “over there” that is not available at home. The Magnum Ice Cream Bar is one such item that has kept my European sweet tooth satisfied for many years. People who have traveled with me know of my passion for the Magnum Classic and how a tour is not complete until I’ve introduced the pleasure to all.
Unfortunately, my Magnum passion changed last week while I was visiting Madrid. Sitting at an outdoor table on the Plaza Major, I began getting a barrage of emails and texts from back home in Florida. At first, I thought an emergency must have happened with my family; however, my mind was soon put to at ease as I read the messages. It seems that the Magnum Bar had made its way across the Atlantic Ocean to Wal-Mart and Target freezer cases everywhere. My friends were notifying me with excited messages so that I could rush right out and get one. Little did they know I did not accept the news with their anticipated enthusiasm.
You see, I think there is something almost sacred about the exclusivity of certain products available in Europe, but not in the USA. On every trip to Europe, I once looked forward to my first Magnum Bar of the tour and my last Magnum Bar of the tour. I enjoyed reliving the first moment a rookie experiences a Magnum when biting through that rich dark chocolate into the creamy ice-cold center. I especially enjoyed the moment when my tour group members would come back to the bus and describe their afternoon Magnum Bar adventures. It’s a sad thing to think those experiences will no longer be a part of my tours!
However, while sitting there in Spain lamenting the non-exclusivity of the now “world-traveled” Magnum Bar, I began thinking of all the special products that no matter how hard someone tried, would never make it to the USA. That made me happy! So, from now on, I’ll use my Magnum Bar story to illustrate the need to “go local” and experience unique products only available in situ, at the location of origin.
What about you? What are your thoughts about the downfall of the Magnum Bar? Consider sharing a memory or experience only available “at the location” and which can never be mass produced and exported to the world.