Unilever is using the lolly sticks on its Magnum ice creams to launch a new on pack promotion that emphasises the brand’s “pleasure credentials”.

The codes will appear on sticks across multipacks and impulse singles of selected Magnum brands, which consumers use to win a Magnum Pleasure Card - a pre-paid Master-Card worth between £10 and £1,000. The promotion hits freezers in April and is aimed at kickstarting sales for the ice cream season.

Magnum unveiled its luxury Temptation range last week.