Magnum has reformulated its vegan ice cream range with a “velvety soy protein-based recipe”.
Rolling out across Vegan Classic, Vegan Almond and Blueberry Cookie sticks, it replaces Magnum’s former pea protein recipe “to offer consumers a more velvety taste and texture”, according to the brand.
In addition to the new recipe, the range will transition to a new, premium pack design “to elevate its visibility on shelf”, said Magnum.
Each variant is available in a multipack of three (rsp: £4.25). Vegan Almond is also available as a single 90ml stick (rsp: £2.30).
It comes after value sales of Magnum’s vegan ice cream portfolio grew by over 75% last year, which was largely attributable to the launch of Blueberry Cookie in January 2024, according to the brand [NIQ 52 w/e 28 December 2024].
“We constantly test and evolve our products to bring shoppers the most indulgent ice cream experiences,” said Magnum UK brand manager Daniel Lythgo.
“This is no different for our vegan range, and testing with consumers found that they really enjoyed our new velvety vegan ice cream recipe and the flavours on offer.”
Earlier this month, Magnum unveiled Utopia, a duo of “indulgent and premium” sticks, featuring marbled ice cream.
It also launched an ad campaign, ‘Nothing cracks like Magnum’, in which the audible crunch of its products cause a lack of composure for humans and pets alike.
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