Magnum is tapping into demand for indulgent ice cream with the introduction of a white chocolate and cookies flavour.
Available across all formats, the new variant features a mix of white chocolate and ice cream, with cookie crumb pieces and chocolate cookie sauce. The launch of the product will be supported by a £5m media marketing spend.
Noel Clarke, vice president for refreshments at brand owner Unilever UK & Ireland, said: “There are those who love white chocolate, and there are those who love cookies, and a whole load of people who love indulgent ice cream. By combing them all in one delicious masterpiece we have truly made a new match made in ice cream heaven.”
Magnum White Chocolate & Cookies is available now in handheld and tub formats, including: 90ml singles (rrp £2), multi-packs of three x 90ml (rrp £3.69), 440ml tubs (rrp £3.85) and mini multi-packs of six x 55ml (rrp £3.93).