Magnum Uncovered debuts this month and, in the company’s words, is an “intensely indulgent” range which will initially consist of three offerings.
Classic, Chocolate and Hazelnut variants will all go into 450ml oval tubs and are set to retail at a premium of £2.99 each.
The company said production of its other premium tubbed line, Carte d’Or, would continue.
Wall’s business director Gaby Vreeken said: “This is another example of Wall’s bringing the buzz back to the ice cream category and responding to consumer demand by introducing products that are relevant to their lifestyles.
“Uncovered takes the indulgence and luxury of Magnum to a new in-home audience.”
Meanwhile, Wall’s is relaunching its 21-year-old Viennetta range with new packaging and two more variants. Forest Fruits and Brownie will join the line-up. Both are aimed to tap into the renaissance of traditional desserts.