The Magnum brand has become renowned for pleasure – and ice cream decadence – around the world. To Magnum, pleasure really is everything. It can be found in both the smallest and biggest things, and the brand wants to take your pleasure to the highest level possible.
Are you ready?
Making chocolate history
It all began in 1989, when the Magnum Classic was launched in Europe as the first handheld ice cream aimed exclusively at adults.
Magnum’s premium Belgian chocolatiers pioneered a unique chocolate coating with the signature ‘crack’ to accompany a deliciously smooth vanilla ice cream. In 1992, to the delight of pleasure seekers, the brand released several new products, including Magnum White and Magnum Almond.
And Magnum has been innovating ever since – from Magnum Mini and Magnum Double Tubs to Magnum Vegan and Magnum Bites. Now available in over 80 countries, it delivers true moments of pleasure to billions of people worldwide.
For pure pleasure seekers
Magnum believes in true, authentic pleasure. Pleasure so good that it’s worth letting go for. Working with the best chocolate, ice cream and dessert experts worldwide, Magnum continually pushes the boundaries of indulgence and sophistication to deliver the perfect contrast between its signature cracking chocolate and rich, velvety ice cream. Magnum ice creams are even sealed with an ‘M’ stamp to show they are expertly crafted and ready to deliver superior pleasure.
A future we care about
While it has spent a quarter of a century devoted to the pursuit of pleasure, Magnum also maintains a strong commitment to sourcing its chocolate ethically, as part of Unilever’s ambitious sustainability agenda.
Magnum has pledged to source 98% of its cocoa from Rainforest Alliance-certified farms, which will help create a brighter future for farmers in West Africa.
In return for their delicious cocoa, Magnum provides farmers with fair, sustainable incomes, training in how to respect their environment, and improved access to education for their children.
Indulgent ice creams designed for pleasure
Before 1989, the market for ice cream sticks was mostly seasonal – and primarily for kids. A new brand called Magnum looked to change that. This handheld ice cream, aimed at adults, was designed to provide pleasure and indulgence. It has delivered on that promise ever since.
Stick to the original
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“Like a Magnum” is not a Magnum. With the perfect blend of velvety vanilla ice cream and thick cracking chocolate, there can only be one Magnum. The brand is calling all pleasure seekers to ‘stick to the original’ and enjoy a Magnum ice cream today.
Magnum Pleasure Express
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Introducing the new Pleasure Express range, inspired by a multi-sensorial world of experiences, to remind everyone to embrace “Wherever Pleasure Takes You”. In this 2024 campaign, Magnum encourages pleasure seekers to choose which world they want to explore and indulge in cracking chocolate, delicious ice cream flavours and a delightful, surprising core. This multi-sensorial experience of pure indulgence is designed to match three moods: Euphoria, Wonder and Chill.
Magnum Bon Bons
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Bringing mini moments of unrivalled pleasure, the latest Magnum Bon Bon range offers a superior experience. Expertly crafted over five years to perfect the recipe, Magnum has delivered the most premium bite-sized snack for pleasure seekers to indulge in at any time of the day. Each new variant is dipped in a layer of decadent chocolate, generously filled with ribbons of gooey sauce, and delicately topped with either crunchy cookie pieces or roasted almonds. This rich snack is perfect for hitting the spot without committing to something big, whether you want just one or to share with others!
Find your summer
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Ice cream is seasonal, which means people deprive themselves of the pleasure of a Magnum just when they are also missing out on other joys, like basking in the sun or going to the beach.
Magnum, synonymous with pleasure in ice cream, decided to challenge this by encouraging people to find little moments of summer in the cold winter months.
Magnum Mini
Did you know that 60% of Gen Z and millennials can’t get through the day without a snack? Magnum Mini is the perfect size, while still delivering the true superior pleasure of Magnum with its iconic cracking chocolate and velvety ice cream.
Magnum Mini variety packs offer a delightful mix of indulgent flavours, and for those who prefer plant-based options, Magnum Vegan Minis are the perfect snack-sized treat. In 2024, Magnum launched Euphoria Pink Lemonade – pure indulgence with a surprising core, now available in mini size too. Treat yourself to a Magnum Mini, anytime!
Making Magnum’s new Bon Bons as good as their full-sized originals requires smart R&D. Discover how robotics and AI helped fast-track production to bring the new tubs of shareable bite-sized ice creams to market.
The snacking category is growing, as consumers seek to have smaller, more frequent meals throughout the day. Responding to this trend, Magnum has launched its first bite-sized Bon Bons, joining Ben & Jerry’s and Yasso in leveraging micro-formats.
