The Cornetto brand is set to maximise indulgence in freezers this summer, with the launch of Cornetto Max - described as “a more indulgent Cornetto” to offer shoppers more choice and drive incremental sales for retailers.
It coincides with the roll out of an enhanced recipe across the entire Cornetto portfolio, a new Caramel flavour launch in its soft range and a Chocolate flavour in the core range, as the brand embarks on a new era.
Cornetto Max has been created in response to demand for more indulgent, textured ice cream experiences. It has multiple layers including a chocolatey disk top, rich sauce centre and a mix of two ice cream flavours. The range will launch in two flavours: Cornetto Max Hazelnut & Chocolate and Max Pistachio.
Both flavours have Cornetto’s signature chocolatey cone tip, appealing to existing Cornetto fans looking for a more indulgent frozen treat, as well as attracting new customers.
Emily Godding, senior brand manager at Wall’s Snacking UK at The Magnum Ice Cream Company, said: “Cornetto is the number one ice cream cone brand in the UK and we’re focused on continuing to evolve the range to keep shoppers engaged in the category.
“The new Cornetto Max truly provides maximum indulgence with maximum layers so consumers can enjoy the classic Cornetto taste and amp up the indulgence.”
Cornetto MAX is now with the launch supported by a £6m media spend going behind a new TV advert, radio and OOH, including a 3D activation in Picadilly Circus.
Cornetto has also reformulated its Core range, with a crunchier cone and an improved ice cream mix, along with a new product structure that swirls flavours together all the way down the cone to give a more balanced taste from start to finish.
As part of the updates, Cornetto has launched a new flavour in the Soft range - Cornetto Soft Caramel, as well as adding a new Chocolate flavour to its core range, combining chocolate and vanilla ice creams, topped with dark chocolate curls.
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