Magnum rolls out recycled ice cream tubs

By Éilis Cronin in Frozen 12th August 2020

Magnum has launched its ice cream tubs range in packaging made from recycled plastic, following a “successful” trial launch last year.

The new packs feature a new icon on al tub lids, as well as directions for the tubs to be recycled once used, which is being communicated across TV, out-of-home advertising, POS, and digital platforms.

Magnum said that with more in-home consumption due to COVID-19, the introduction of the tubs will help people to reduce their impact on the environment as they spend more time at home.

The 440ml tubs are now available in grocery, convenience and independent stores across the UK and retail £3.85.

Andre Burger, vice president of foods and refreshments at brand owner Unilever UK&I, said: “Through this new approach, we hope to lead the food and refreshment industry towards a more sustainable future.

“The new logo across all our tubs will help create awareness around our sustainability commitment and reassure Magnum lovers that they can indulge in a delicious Magnum ice cream whilst making a sustainable choice to reduce their environmental impact too.”