Unilever has launched a Magnum hand-held ice cream in its own box - just one week after a report claimed supermarket packaging was undermining recycling efforts.

Temptation, which carries a £1.76 rsp, is available in chocolate and caramel & almonds flavours. It is being launched as a "supremely indulgent" addition to the Magnum range and each ice cream is packaged in its own stylishly decorated box.

The news comes after a Local Government Association study blasted retailers and suppliers for the amount of unnecessary packaging used on food.

Magnum senior brand manager Anna Ford declined to comment on the use of additional packaging but said the new ice creams would offer consumers an "affordable bite" of luxury.

Magnum Temptations will be backed by a TV ad campaign and in-store marketing, with the range set to hit shelves in March.