The flavour will be available across all the company’s ice cream formats, including handheld and tubs, and will be supported by a £5m media value marketing spend.
The product is composed of white chocolate incorporating cookie crumb pieces covering ice cream mixed with a chocolate cookie sauce swirl.
“There are those who love white chocolate, and there are those who love cookies, and a whole load of people who love indulgent ice cream,” said Noel Clarke, vice president refreshment, Unilever UK & Ireland. “By combining them we have a match made in ice cream heaven.”
Unilever said Magnum White Chocolate was the brand’s second-biggest stock keeping unit, so it hoped the new range would appeal to existing fans and new shoppers, boosting the indulgent ice cream category this summer.
Magnum White Chocolate & Cookies 3 x 90ml, recommended retail price (RRP): £3.69 (10 per case)
Magnum White Chocolate & Cookies 6 x 55ml, RRP: £3.93 (6 per case)
Magnum White Chocolate & Cookies 440ml, RRP: £3.85 (8 per case)
Magnum White Chocolate & Cookies 90ml, RRP: £2.00 (20 per case)
Magnum forms a key pillar in Unilever’s ice cream portfolio. Other brands in that division include Wall’s; Ben & Jerry’s; Cornetto; Viennetta and Carte D’Or.
This latest UK development for Magnum follows the launch of Magnum Vegan in Classic and Almond varieties in September 2018, after successful launches in Sweden and Finland. The brand was originally developed in Belgium in partnership with chocolate brand Callebaut – part of Barry Callebaut – and first launched in Germany in 1989.