Unilever has launched two new Magnum lines, focusing on time of day eating occasions. Magnum Double Sunlover and Magnum Double Starchaser (rrp: X3 Multipack £3.99, Tub £3.99 & Impulse Singe £2.00) are aimed daytime and evening time treat occasions respectively.
Jennifer Dyne, head of ice-cream UK & Ireland, Unilever, said: “Insight led innovation is vitally important to the ice cream category, creating a sense of excitement for shoppers and ensuring it remains relevant to evolving consumer trends and flavour profiles.
“Magnum remains the UK’s number one ice cream brand, because it continues to deliver superior products with high quality ingredients and unique, indulgent flavours. We are so excited to bring Magnum Double Starchaser and Sunlover to market this season – both products are truly outstanding and completely unique – exactly what you would expect from a category-leading brand like Magnum.”
Magnum is backing the launch with its biggest marketing campaign to date kicking off in April and live throughout the key summer months, with the campaign tagline ‘Pleasure is always on’.
Unilever is also launching the Mini Double Caramel Multipack Collection (rrp: £4.50) which pairs Magnum Gold Caramel Billionaire with its first-ever Caramel Almond product.
Commenting on the new launch, Dyne added: “More shoppers are prioritizing health, so are looking for smaller versions of their favourite treats to control portions and calorie intake. Magnum Minis are perfectly placed to meet these needs as people can indulge without the guilt, and it is why we’re investing in the brand and reinvigorating the pack designs.”
The other new addition to the range is the Magnum Vegan Raspberry Swirl, which is available in a three-pack (RRP: £3.99). This new vegan line is part of Unilever’s wider global Future Foods ambition launched globally with two key objectives: to help people transition towards healthier diets and work towards reducing the environmental impact of the global food chain. The ambition includes an annual global sales target of €1 billion from plant-based meat and dairy alternatives.