Cornetto is overhauling its line-up for summer with the launch of a new, more indulgent MAX range, alongside recipe upgrades and two new flavours aimed at driving growth in the freezer aisle.

The new Cornetto MAX has been developed around a more premium, textured format, with both SKUs featuring a chocolate disc top, sauce centre, two ice cream flavours and the brand’s signature chocolatey cone tip.

The range launches in Hazelnut & Chocolate and Pistachio, and is now available across major UK grocers and wholesalers.

Alongside the launch, Cornetto has reformulated its core range with a crunchier cone, an updated ice cream mix and a new structure designed to deliver flavour more evenly through the cone.

The brand has also added Cornetto Soft Caramel to its soft range and a new Chocolate variant to the core range, the latter launching in a six-pack format.

Emily Godding, senior brand manager for Wall’s Snacking UK at The Magnum Ice Cream Company, said Cornetto was focused on keeping shoppers engaged by evolving the range. She said the new MAX line was designed to offer “maximum indulgence with maximum layers”.

The rollout is being backed by a £6m media campaign spanning TV, radio and out-of-home, including a 3D activation in Piccadilly Circus.

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