Unilever aims to reverse a double-digit sales drop on Wall’s Magnum ice cream with a new limited edition range for 2005.

Magnum 5 Senses – in Touch, Aroma, Sound, Taste and Vision variants – start hitting freezers this month and will be backed by a £6.5m advertising spend that will include TV.

Previous activity on the brand included the Magnum 7 Deadly Sins programme.