The magic in this cake is using a lot of cocoa powder (not cocoa mix, which has milk and sugar added - cocoa powder, which is all chocolate) and some very strong coffee to boost the intensity of the flavor.

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1 3/4 cup all purpose flour
2 cups sugar
3/4 cup Hershey’s cocoa
2 teaspoons baking soda
1 teaspoon baking powder
1 teaspoon salt
2 eggs
1 cup strong black coffee (secret ingredient!)
2 cups buttermilk or sour milk (In a pinch, 1 Tablespoon lemon juice plus milk to equal 1 cup, let stand 10 minutes)
1/2 cup vegetable oil
1 teaspoon vanilla extract

Combine dry ingredients in large mixer bowl. Add remaining ingredients - beat at medium speed 2 minutes. Batter will be thin. Pour into greased 9 x 13 pan and bake at 350 degrees (180 degrees Celcius) for 35 - 40 minutes. Cool completely and frost.

Black Magic Chocolate Icing
(makes about two cups)

1 stick butter, softened
2 2/3 cups powdered sugar
3/4 cup Hershey’s cocoa
1 teaspoon vanilla
1/4 t. salt
milk

Cream all together until smooth.To thin, use just a little milk at a time until you have the right consistency.

HINT: After you grease the baking pan, use cocoa instead of flour to sprinkle in pan, and shake really good until it adheres to the butter or Crisco you greased the pan with. This helps the whole cake release without those pesky stuck spots.