Ice cream brand puts cracking chocolate experience centre stage
POPULAR frozen treats maker Magnum is relaunching its ice cream pints as Magnum Crackables, in a move it says highlights the signature cracking chocolate experience delivered by the desserts.
The range, first launched nine years ago, also features improved recipes, with more indulgent sauce layers across selected variants and updated packaging to showcase the new Crackables identity.
Each pint begins with Magnum’s signature chocolate shell, delivering a satisfying crack with a spoon. Beneath, ice cream is layered with sauce and chocolate shards to create contrasting textures.
The range features three flavours: Classic, Salted caramel and newcomer Pistachio. Classic pairs vanilla ice cream with Magnum milk chocolate, while Salted Caramel combines vanilla ice cream, salted caramel sauce and milk chocolate. Pistachio combines pistachio ice cream with swirls of pistachio sauce and chocolate shards, finished with a cracking chocolate shell and crunchy caramelised pistachio pieces.
The Magnum Crackables range is rolling out across various grocery outlets throughout September, with an RRP of £4.95 per tub.
Shannon Lennon-Smith, marketing manager at Magnum, said: “After almost a decade, we felt it was the right time to evolve the range while staying true to what makes Magnum pints distinctive. Crackables celebrates that unmistakable cracking moment that our fans love.”
The launch of Crackables® is joined by the return of another Magnum favourite, as Double Chocolate makes its way back to freezers. The flavour topped the list when Magnum asked its @MagnumUKI Instagram community which favourites they wanted to see return, prompting the brand to bring Double Chocolate back to freezers.
Magnum Double Chocolate is described as delivering an intensified chocolate experience, combining rich chocolate sauce with Magnum’s signature cracking chocolate and chocolate ice cream.
It is rolling out across a range of multiples throughout September with an RRP of £4.25 per box of three sticks.
