Magnum, the UK’s number one ice cream brand from Unilever[1], is hailing 2019 as the year of white chocolate, and to celebrate, the brand is launching an exciting new flavour. New Magnum White Chocolate & Cookies will be available across all formats, including handheld and tubs, and will be supported by a £5m media value marketing spend. 

Magnum White Chocolate & Cookies contains the perfect balance of cracking white chocolate and velvety ice cream, with cookie crumb pieces and a chocolate cookie sauce swirl.  This new flavour is designed to help retailers capitalise on the growing trend for white chocolate, whilst also appealing to cookie fans – a flavour driving growth across ice cream and confectionary. 

Noel Clarke, Vice President Refreshments, Unilever UKI, comments: “There are those who love white chocolate, and there are those who love cookies, and a whole load of people who love indulgent ice cream. By combing them all in one delicious masterpiece we have truly made a new match made in ice cream heaven.”

Magnum White Chocolate is the brand’s second biggest SKU, not only will the new range appeal to exisiting fans, it will also attract new shoppers, adding incremental growth to the indulgent ice cream category this summer.

Taking inspiration from high fashion brands, the packaging is covered in playful hand drawn text that reads #neverstopplaying to ensure it stands out from the crowd.

[1] Magnum owns 17% share of the ice cream category in the UK, Magnum Classic being the best-selling product in the category

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