Unilever is heating up the ice cream market this winter with a new Magnum range, which targets consumers seeking evening treats.
Magnum After Dinner (rrp: £3.49) is milk and white chocolate coated ‘bites’ of vanilla ice cream, while Magnum Mini Baileys (rrp: £3.49) comprise vanilla ice cream infused with Baileys sauce and coated in either milk or white chocolate. Meanwhile, Magnum Mini Pots (rrp: £1.59) feature a core of sauce and are available in chocolate, vanilla & chocolate, and chocolate & raspberry flavours.
Since the start of the recession, the total snacking market has grown by 14% and is now worth £5bn with Unilever hoping to translate that into increased ice cream sales.
“The trend for snacking and sharing has come from the confectionery category, which has increased its presence at the snacking occasion through launching appropriate formats such as sharing bags and mini snacking formats of small, portion controlled treats,” says Noel Clarke, brand building director for ice cream at Unilever UK & Ireland. “We believe this snacking trend and the relevant formats can be replicated within Ice Cream to ensure it is the snack or sweet treat of choice and present a real sales opportunity for retailers. Switching consumers to mini formats provides a trade-up on price, so we should also see it drive category value.”
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