Unilever’s Magnum ice cream brand has relaunched its tubs range in the UK using packaging made with recycled plastic. Following a pilot last year, the company claims Magnum is the first ice cream brand to use recycled polypropylene plastic in their packaging.
As well as in the UK, the new tubs will be rolled out across Europe in 2020 and globally in 2021.
The move is being communicated on-pack with a new icon on all Magnum tub lids as directions for the tubs to be recycled once used. This will be supported by TV, digital, OOH and POS activity.
By the end of 2020, Magnum is expected to use around 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.”
