The Magnum tub packaging reinforces the brand’s luxury and indulgent credentials. It is designed to encourage consumers to squeeze the tub before opening to hear the crack of the thick Magnum chocolate shell.
The product is now available to retailers in the brand’s three most popular flavour variants – Classic, Almond and White.
Alix Colin, brand manager for Magnum at Unilever, commented: “Magnum tubs are a unique innovation for the brand following three years of research and development to perfect the consumer experience.
“The tubs have been designed with special care and attention to ensure the distinctive Magnum chocolate and ice cream experience in every spoonful, providing the ultimate night-in indulgence.”
Unilever says the product launch will benefit from a significant marketing spend including a TV advert, which will air on April 1.
Magnum Tubs have an Rrp of £3.85 and come in tubs of 440ml.