Unilever’s Magnum brand has unveiled its latest innovation, a sorbet and ice cream combination that offers a “multi-sensory experience”.
The two new Magnum Euphoria Pink Lemonade and Magnum Vegan Chill Blueberry Cookie lines are said to mark a first for the category in the UK with “mood-inspired ice cream”. The flavour combinations are based on the two distinct moods consumers can experience when eating ice cream. For Euphoria, the inspiration comes from the emotional state of extreme happiness, while Chill is inspired by the feeling experienced during an emotional state of relaxation.
Euphoria Pink Lemonade consists of a raspberry sorbet core in the Magnum shape, wrapped in lemon ice cream with popping candy. It is also being launched in a Magnum Mini format.
Magnum Chill Blueberry Cookie is a blueberry sorbet core encased in vanilla biscuit flavour ice cream and crunchy cookie pieces. The product is vegan-friendly.
The launch is being supported with a £9m campaign that will include a 3D OOH campaign to emphasise the immersive experience of the products, as well as TV, social, experiential, and audio.
Daniel Lythgo, Brand Manager Magnum UK, Unilever, said: “After two years in the making, we are thrilled to introduce our revolutionary mood-inspired range that offers a multi-sensory ice cream experience thanks to our surprising sorbet core, a Magnum first.
“We always kick off the year with big innovation to get more people into the ice cream aisle all year round, and we’re also bringing Magnum Euphoria to our Magnum Mini range to continue our investment in format ranges which help to drive new ice cream occasions.”
Magnum Euphoria Pink Lemonade is available in a 3 Multipack (RRP £3.99), 6 Multipack Mini (RRP £4.50), and Single (RRP £2.20). Magnum Chill Blueberry Cookie comes in a 3 Multipack and Single, with the same RRPs.
