Unilever has revealed plans to expand its Magnum brand and is targeting an increase in “in-home” sales during the winter season.
The company has launched Magnum After Dinner vanilla ice cream bites; Magnum Mini Pots in chocolate, vanilla and chocolate, and chocolate and raspberry flavours; and Magnum Mini Baileys multipacks.
Unilever said the launches hoped to capitalise on trends driving growth in UK snacking market, including the introduction of new convenient formats.
“The trend for snacking and sharing has come from the confectionary category, which has increased its presence at the snacking occasion through launching appropriate formats such as sharing bags and mini snacking formats of small, portion controlled treats. We believe this snacking trend and the relevant formats can be replicated within ice cream to ensure it is the snack or sweet treat of choice and present a real sales opportunity for retailers,” Noel Clarke, brand building director for ice cream at Unilever UK & Ireland, said.
“Switching consumers to mini formats provides a trade-up on price, so we should also see it drive category value,” he added.
