Magnum has kicked off the 2024 ice cream season with its first lineup of mood-inspired flavors. These innovative creations blend decadent chocolate, creamy ice cream, and a delightful surprise at the core. With this range, Magnum aims to carve out a slice of the €85 billion market, capitalizing on the 75% of consumers eager for fresh and exciting ice cream adventures.
Magnum’s ice creams have long been crafted for pure pleasure. However, their 2024 ice cream innovation, a trio of mood-inspired flavors known as Magnum Pleasure Express, seeks to elevate their premium portfolio to new heights.
Research conducted by cocoa supplier Barry Callebaut reveals that 75% of consumers globally are eager to explore new and exhilarating ice cream offerings. To capitalize on this market, the integration of fresh flavors and innovative formats is essential.
If executed correctly, the ultimate reward is a portion of the €85 billion ($91 billion) estimated global retail sales in the ice cream sector for 2024, as projected by Euromonitor.
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“Magnum has continuously led the way in ice cream innovation. Our yearly breakthroughs significantly fuel the brand’s growth. The 2023 Sunlover & Starchaser duo from Magnum doubled the turnover achieved by our 2021 innovation,” notes Ben Curtis, Global Magnum and Luxury Brands Lead.
Ben elaborates, “Our latest flavors have been in development for two years.”
In a groundbreaking move for the brand, Magnum has combined its iconic cracking chocolate with novel ice cream flavors featuring unexpected cores. “Our aim is to whisk ice cream enthusiasts away on a journey where each bite brings a fresh sensation,” Ben remarks.
Magnum Pleasure Express marks the debut of Unilever’s first ice cream range tailored to match three distinct moods.
Magnum Euphoria draws its inspiration from happiness. This variant combines zesty lemon ice cream with a revitalizing raspberry sorbet core. Adding texture and excitement, its dense white chocolate shell is adorned with popping candy.
Chocolate, caramel, toffee, and molasses, commonly referred to as brown flavors in the food industry, are presently gaining traction among all consumers. Magnum Wonder aims to leverage this popularity by blending toffee-flavored ice cream with the surprising sweetness of a date ice cream core, all enveloped in golden chocolate and caramelized almonds.
Magnum Chill draws its flavor inspiration from blueberries. This vegan offering pairs vanilla-biscuit flavored ice cream with a blueberry sorbet core and crunchy cookie pieces, all enrobed in a luxurious vegan chocolate couverture.
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The introduction of these ice creams in stores marks just one phase of a multi-channel customer journey.
Magnum’s acclaimed advertisements play a pivotal role in driving engagement and purchase intent. This year’s innovations will be bolstered by a media campaign showcasing Magnum enthusiasts boarding the ‘Pleasure Express’ train. The whimsical train journey culminates with an invitation for consumers to embrace the motto, “wherever pleasure takes you”.
Ben concludes, “This campaign has garnered the highest consumer test scores in Magnum’s history. It underscores our dedication to flavor innovation, our market insight, and serves as a strong indicator that we are fulfilling consumer demand.”
