Magnum has introduced a new vegan ice cream recipe that it claims “sets the benchmark for plant-based indulgence”.
The new soy protein-based ice cream, paired with Magnum’s cracking vegan chocolate, is available in three flavours – Vegan Classic, Vegan Almond and Blueberry Cookie – in multipacks of three (RRP £4.25). Vegan Almond will also be available in a single-stick format (RRP £2.30).
The soy recipe replaces Magnum’s former pea protein recipe to offer consumers a more velvety taste and texture. In addition to the new recipe, the range will be available in a new premium pack design to elevate its visibility on shelf.
Magnum’s vegan ice cream portfolio has seen growth of over 75% in the last year, largely attributed to the launch of its Magnum Blueberry Cookie innovation. The brand noted that with the number of consumers seeking plant-based alternatives continuing to grow, the plant-based segment continues to drive sales incrementality in the ice cream category.
Daniel Lythgo, Brand Manager Magnum UK, Unilever, said: “Magnum is committed to providing delicious products that support consumers’ vegan, vegetarian, or flexitarian lifestyles all year round. This new soy-based recipe not only delivers an exceptional taste experience but also presents a significant opportunity for retailers to help drive incremental ice cream sales.
“We constantly test and evolve our products to bring shoppers the most indulgent ice cream experiences. This is no different for our vegan range, and testing with consumers found that they really enjoyed our new velvety vegan ice cream recipe and the flavours on offer.”
