Magnum’s ice creams have always been designed for pleasure, and the brand has kicked off 2024’s ice cream season with its first mood-inspired flavours called Magnum Pleasure Express.
Combining cracking chocolate, ice cream, and a surprising core, Magnum Pleasure Express aims to win the €85 billion market scoop.
“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,” said Ben Curtis, Global Magnum and Luxury Brands Lead.
“We want to take ice cream lovers on a journey where they enjoy a new sensation with every bite.”
These latest trio of flavours, Euphoria, Wonder, and Chill, have been two years in the making and are designed to deliver multi-sensorial experiences.
Magnum Euphoria is inspired by Happiness. It pairs lemon ice cream with a refreshing raspberry sorbet core and a thick white chocolate shell studded with popping candy to add texture and fun.
Chocolate, caramel, toffee, and molasses, known as brown flavours in the food industry, are currently trending among consumers. Magnum Wonder has combined toffee-flavoured ice cream with a date ice cream core, 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.
Magnum is known not only for its ice creams but also for its award-winning ads. This campaign features Magnum lovers boarding the Pleasure Express train, where the journey ends by inviting consumers to go “wherever pleasure takes you.”
“This campaign has achieved Magnum's highest consumer test scores. That’s a testament to our commitment to flavour innovation, understanding of the marketplace, and strong indicator that we’re meeting consumer demand.”
