Magnum, the UK’s favourite ice cream brand[1], has launched their ice cream tubs range in the UK using packaging made with recycled plastic. Following a successful pilot last year, Magnum is the first ice cream brand to use recycled polypropylene plastic in their packaging.
As well as in the UK, Magnum has announced that the tubs will be rolled out across Europe in 2020 and globally in 2021.
The major move by the brand is being communicated on-pack with a new, bold icon on all Magnum tub lids as well as well as directions for the tubs to be recycled once used. With more in-home consumption due to COVID-19, the introduction of these new sustainable tubs will help people to reduce their impact on the environment as we spend more time at home.
By the end of 2020, Magnum will use an estimated 160,000 kilograms of certified recycled plastic material. The move is part of Unilever’s wider global packaging commitment to halve the company’s use of virgin plastic, by reducing its absolute use of plastic packaging by more than 100,000 tonnes and accelerating its use of recycled plastic by 2025.
Andre Burger, Vice President Foods and Refreshments, Unilever UK&I, commented: “We’re proud to be the world’s first ice cream brand to pioneer this ground-breaking technology. Through this new approach, we hope to lead the food and refreshment industry towards a more sustainable future.
The new logo across all our tubs will help create awareness around our sustainability commitment and reassure Magnum lovers that they can indulge in a delicious Magnum ice cream whilst making a sustainable choice to reduce their environmental impact too.”
The new Magnum RPP icon will be communicated across TVC, digital, OOH and POS.
[1] Nielsen, GB Total Coverage, Value and Unit Sales, MAT (end-25-Jul-20) – Highest ice cream brand in value and units.
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