Unilever Ice Cream and Frozen Food is taking its Magnum ice cream back to basics with a £6.5m relaunch and new flavours to reinforce the brand’s indulgence properties.
The company is launching Magnum Almond, which it said had already proved popular on the Continent, as well as Magnum Mint, a flavour which it believed would especially appeal to UK consumers. The ice creams will be available in singles and multipacks of three.
Unilever is also bringing back its Magnum Double Caramel variant, which will be available in singles (rsp: £1.10), and is launching three-pack multipacks in Magnum Triple Chocolate and Magnum Dark Coconut, formerly the Sound variant of its 5 Senses range (rsp: £2.49).
The relaunch will focus on the indulgent credentials of the brand, with modernised packaging and a new logo, and will mark a return to the brand’s heartland after the limited editions Magnum 5 Senses and Seven Deadly Sins.