Magnum, the Unilever brand, is launching its cracking chocolate and ice cream in a new tub format.
The Magnum Tub (RRP £3.85 440ml) has smooth vanilla ice cream with thick shards of Magnum chocolate, encased in a cracking chocolate shell and topped with a thick chocolate disc, finished with the trademark Magnum stamp.
Available now, the new tubs come in the brand’s three most popular flavour variants; classic, almond and white.
The Magnum tub is specifically designed to encourage consumers to squeeze the tub before opening to hear the crack of the thick Magnum chocolate shell carefully made to be broken.
Alix Colin, brand manager for Magnum at Unilever, said: “Magnum tubs are a unique innovation for the brand following three years of research and development to perfect the consumer experience. The tubs have been designed with special care and attention to ensure the distinctive Magnum chocolate and ice cream experience in every spoonful, providing the ultimate night-in indulgence.”
The product launch will benefit from a significant marketing spend including a TV advert, which will air in April.