Ice cream brands Magnum, Cornetto and Mini Milk are reversing the usual flow of traffic and branching into confectionery through a new licensing tie-up between Unilever and Kinnerton.

Kinnerton - which makes a range of licensed confectionery under brands such as Peppa Pig, Hello Kitty and The Simpsons - is rolling out single and multipack confectionery versions of the ice cream brands.

The range comprises: small Magnum chocolate bars with a soft vanilla centre (rsp: 65p/single and £2/three-pack) Cornetto-style wafer cones with nuts and a vanilla filling (rsp: 59p/single and £2/four-pack) and Mini Milk white and milk chocolate lollipops with a milky centre (rsp: 45p/single and £1.50/four-pack). The sweets are due to roll out to supermarkets from the middle of April.

Kinnerton, which is supporting the launch with a marketing push including outdoor ads later this year, said the concept and products had tested “extremely highly” with consumers. “The scores were among the highest we’ve ever seen,” said marketing director Rachel Wyatt.

Unilever added that it was confident the products would be a success.