Mood-inspired flavours to elevate Unilever’s premium portfolio to greater heights in 2024
Magnum is kickstarting 2024’s ice cream season with its first mood-inspired flavours to meet global consumers seeking new experiences.
Combining cracking chocolate, ice cream and a surprising core, the range aims to win a scoop of the €85 billion market.
Magnum, who has traditionally created ice creams for pleasure, sees its trio of mood-inspired flavours called Magnum Pleasure Express, as taking its premium portfolio to the “next level”.
According to the ice cream maker, findings by cocoa supplier Barry Callebaut show 75% of global consumers are positive about trying new and exciting ice cream experiences. To tap into this market, fresh flavours and formats are key.
“Magnum has always been at the forefront of ice cream innovation. Our annual innovations are a strong contributor to the brand’s growth. Magnum’s 2023 Sunlover and Starchaser duo doubled the turnover of our 2021 innovation,” says Ben Curtis, global Magnum and Luxury brands lead.
“Our latest flavours have been two years in the making,” he continues.
Magnum has designed its ice cream innovation to deliver multi-sensorial experiences. In a first for the brand, Magnum has paired its signature cracking chocolate with new ice cream flavours that contain a surprising core. “We want to take ice cream lovers on a journey where they enjoy a new sensation with every bite,” adds Cutis.
Magnum Pleasure Express is also the first Unilever ice cream range designed to match three different moods.
“Magnum has always been at the forefront of ice cream innovation. Our annual innovations are a strong contributor to the brand’s growth,”. Ben Curtis, global Magnum and luxury brands lead.
Magnum’s mood-inspired ice creams comprise: Euphoria, Wonder and Chill.
Happiness is the inspiration for Magnum Euphoria. It pairs a lemon ice cream with a refreshing raspberry sorbet core. To add texture and fun, its thick white chocolate shell is studded with popping candy.
Chocolate, caramel, toffee and molasses, known as brown flavours in the food industry, are currently trending with all consumers and Magnum Wonder looks to capitalise on their popularity. It combines toffee flavoured ice cream with the unexpected sweetness of a date ice cream core and is covered in golden chocolate and caramelised almonds.
The flavour inspiration of Magnum Chill is blueberries. This vegan option matches a vanilla-biscuit flavoured ice cream with a blueberry sorbet core and crunchy cookie pieces, covered in a rich vegan chocolate couverture.
This year’s innovations will be supported by a media campaign that features Magnum lovers boarding the ‘Pleasure Express’ train. The fantasy train journey ends by inviting consumers to go “wherever pleasure takes you”.
“We’ve seen this campaign achieve the highest consumer test scores in Magnum’s history. That’s a testament to our commitment to flavour innovation, our understanding of the marketplace and a strong indicator that we’re meeting consumer demand,” concludes Curtis.
