Magnum Ruby is the latest addition to the best-selling ice cream range. Described as a ’fourth type of chocolate’, after dark, milk and white, ruby chocolate was crafted by chocolate manufacturer Barry Callebaut and took more than 10 years to develop. It comes in ruby-coloured packaging, featuring gold foil detail and will be supported by a £5.5m marketing campaign. Rrp is £2 for a single stick but the lollies also come in a three-stick multipack, rrp £3.69, and a mini stick pack, £3.89.