Magnum has unveiled its latest duo innovation – Magnum Euphoria Pink Lemonade and Magnum Chill Blueberry Cookie. Both offer a unique multi-sensory experience as it introduces Magnum’s first ever sorbet and ice cream combination.
The new SKUs follow a successful year for Magnum innovation in 2023 with both Sunlover and Starchaser ranking as the number one and number two ice cream NPD respectively.
Magnum Euphoria Pink Lemonade and Vegan Chill Blueberry Cookie mark a first for the category in the UK with mood-inspired ice cream. These exciting new flavour combinations are based on the two distinct moods consumers can experience when eating ice cream. For Euphoria the inspiration comes from the emotional state of extreme happiness, while Chill is inspired by the feeling experienced during an emotional state of relaxation. Consumers can choose the flavour that best suits their mood.
Magnum Euphoria Pink Lemonade
Euphoria Pink Lemonade consists of a surprising raspberry sorbet core, in the iconic Magnum shape, wrapped in citrusy lemon ice cream with popping candy and provides consumers with complementary and intense flavour profiles. Magnum Euphoria Pink Lemonade is also being launched in a Magnum Mini format.
Magnum Chill Blueberry Cookie
Magnum Chill Blueberry Cookie provides a multi-sensory experience with a smooth blueberry sorbet core encased in vanilla biscuit flavour ice cream and crunchy cookie pieces. Chill is a vegan ice cream which provides delicious innovation in flavour and also supports Unilever’s sustainability targets through growing plant-based sales.
Magnum continues to invest in innovation as the brand with the most ATL investment in the ice cream category, and the new products are no exception. The launch is being supported with a £9mmarket-leadingcampaign that will include, in a first for the category in the UK, a 3D OOH campaign to emphasise the immersive experience of the launch, as well as TV, Social, Experiential, Audio and more. This will also be the focus of Magnum’s annual events programme coinciding with the Cannes film festival.
“After two years in the making, we are thrilled to introduce our revolutionary mood-inspired range that offers a multi-sensory ice cream experience thanks to our surprising sorbet core, a Magnum first,” said Daniel Lythgo, Brand Manager Magnum UK, Unilever.
“We always kick off the year with big innovation to get more people into the ice cream aisle all year round and we’re also bringing Magnum Euphoria to our Magnum Mini range to continue our investment in format ranges which help to drive new ice cream occasions.”
NPD:
Magnum Euphoria Pink Lemonade
· 3 Multipack – RRP* £3.99
· 6 Multipack Mini – RRP* £4.50
· Single – RRP* £2.20
Magnum Chill Blueberry Cookie
· 3 Multipack – RRP* £3.99
· Single – RRP* £2.20
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