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Ideal Milk

The finishing touch to a million Sunday afternoon desserts, Ideal evaporated milk from Nestlé’s (pronounced ‘Nessles’, never ‘Ness-lay’) brought a dash of creamy richness to any bowl of jelly, fruit cocktail or peach segments. Evaporated milk etiquette demanded that one made a hole in the top of the blue can with a tin opener, before decanting it into a jug. Rivalry came in the shape of Ideal’s nemesis Carnation, prompting a Coke vs Pepsi-style battle of red and blue tins. In the 1980s, evap, as the connoisseurs called it, faced new challenges, not least from Nestlé’s own Tip Top, a Bernard Cribbins-impersonating concoction (‘Whoops-ooh, aren’t you looking slim, mum?’) and, fatally, from Anchor Cream in a can (‘You just go squirt! Squirt! Squirt!’). Sunday teatimes with Jim Bowen and the Man from Del Monte were never the same after that.

2 Comments

2 Comments

  1. Moby The Villan

    September 18, 2012 at 12:37 am

    I remember some arty-type ads for Ideal Evap from the ’60s. Slo-mo waves of milk crashing through walls of pineapple chunks etc., with a really memorable score.

    Anyone else remember them?

    Simon

  2. Joanne Gray

    May 7, 2017 at 7:03 pm

    We were a Carnation family – nothing else would do.

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