Ice cream brand Magnum is releasing a luxury range … without ice cream.
Brand owner Unilever has teamed up with speciality confectioner Kinnerton to create the Magnum chocolate range.
Leading the range, Magnum Signature 90g bars are available in three flavours – white chocolate with Madagascan vanilla pods, dark chocolate with cocoa, and milk chocolate
And intending to capitalise on increasing sales of boxed chocolate, which Unilever values at £470m and sees as growing 2.3% year on year, the Magnum Chocolate Collection is available in 180g and 280g size packs.
The collection is made up of milk, dark and white chocolates with flavours including salted caramel, raspberry, double chocolate and praline.
Magnum Chocolate Thins are available in Classic, Expresso and Mint flavours.
The 31g Magnum Chocolate Almond Bar is designed for impulse purchase and is made of almond truffle, roasted almond pieces and a double layer of thick white chocolate and milk chocolate.
Senior licensing manager at Unilever, Chloe Irwin, said: “Delicious tasting chocolate has always been at the very heart of Magnum, so the launch of a new range of contemporary premium chocolate is a natural extension for us, giving ice cream fans lots more reasons and occasions to enjoy Magnum.”
Kate Waine, marketing director at Kinnerton Confectionery, said: “Product trials have been hugely positive with feedback complementing the quality of the chocolate and the mixture of flavours.
“Magnum is an iconic, global brand worth £2 billion and the new range of premium chocolate will build on the strength of the identity and benefit from the support it enjoys.”
The Magnum Chocolate Collection has RRPs of: £6.00 for the 180g size and £12.00 for 280g; Magnum Thins, £5.00 per box; Magnum Signature bars, 80p each; 90g Magnum Signature bar, £1.69.