Unilever has invested £10 million into a rebrand for Magnum’s core range, including the flavours classic, almond and white chocolate.
The new design hopes to “reinforce the range’s position as a timeless classic” and play up its premium credentials.
As a result, the new packs wish to “highlight the brand’s premium quality” by emphasising the ice cream’s “cracking chocolate” as well as emphasising the products sustainable sourcing.
To add on its sustainability message, the packaging also includes a QR code which takes the customer to Magnum’s website where they can “learn more about the brand’s community initiatives with the farmers they source cocoa and vanilla from”.
On top of this, a £10 million advertisement is set to back the rebrand across TV, radio, cinema, social media and digital channels. The campaign spanning the UK will run until August.
The news comes after Nielsen IQ revealed a strong year of growth for Magnum, with its handheld ice creams growing in value by 6% over the year ending in 11 September 2021.
Its ice cream tubs on the other hand grew by 25.7% to £9 million.