Magnum Becomes the First Brand to Launch Ruby Chocolate Ice Cream in the UK

The ice cream brand unveils Magnum Ruby, featuring the newly discovered 4th type of chocolate  

Magnum, the world’s authority on ice cream and chocolate, is launching a brand new, unique addition to the range, Magnum Ruby. Giving pleasure seekers the opportunity to indulge in a completely new taste experience, Magnum has released the much-anticipated ice cream, sumptuously coated in the recently discovered fourth type of chocolate, Ruby.

The biggest innovation in the chocolate world since White Chocolate was discovered 80 years ago, Ruby chocolate is a fourth type of chocolate, after Dark, Milk and White chocolate. Ruby chocolate was crafted by Barry Callebaut, the world’s leading manufacturer of high-quality chocolate with over 175 years of expertise and took more than 10 years to develop

The naturally present flavour and colour tone in the Ruby bean is unlocked by a unique crafting process, creating a new dimension of taste and flavour in this chocolate which is free from artificial colours and fruit flavourings. A tension between berry fruitiness and fresh tangy notes. Ruby chocolate is considered as one of the greatest breakthroughs in chocolate in decades by chefs and chocolatiers due to its unique taste and its stunning appearance. Since its launch, this new chocolate has been introduced in Asia Pacific, Europe, the Middle East and South Africa by both consumer and artisanal brands in confectionery, desserts and biscuits.

Andre Burger, VP Ice Cream and Snacking, Unilever UK&I, commented: “Magnum Ruby opens up a whole new world of indulgence when it comes to ice cream.  We’re the first brand in the world to pair Ruby chocolate with ice cream, offering UK&I pleasure seekers the chance to try an exclusive taste experience like never before

“The indulgent velvety white chocolate ice cream is enriched with a luscious raspberry sauce swirl and coated in Magnum’s signature cracking Ruby couverture chocolate. Ruby chocolate is not bitter, milky or sweet but introduces the nation to a unique berry-like chocolate taste experience. It’s the ultimate luxury ice cream and chocolate combination, and with the season ahead of us, Magnum Ruby looks set to be the gem in our portfolio.”The new range is brought to life through eye-catching, ruby-coloured packaging, featuring intricate gold foil detail and will be supported with a £5.5m marketing campaign*.

The New Magnum Ruby is available in stores nationally now at an RRP*of:

  • Magnum Ruby 3 x 90ml RRP** – £3.69 (Stick multipack)
  • Magnum Ruby 6 x 55ml RRP** – £3.89 (Mini stick multipack)
  • Magnum Ruby 90ml RRP** – £2.00 (Single stick)

*gross media value

**Price at sole discretion of retailers