Unilever's Magnum introduced a trio of mood-inspired flavors called Magnum Pleasure Express.

In a first for the brand, Magnum has paired its signature cracking chocolate with new ice cream flavors that contain a surprising core. Magnum Pleasure Express is also the first Unilever ice cream range designed to match three different moods.

“Magnum has always been at the forefront of ice cream innovation. 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. “Our latest flavors have been two years in the making,” he continues.

Happiness is the inspiration for Magnum Euphoria. It pairs a lemon ice cream with a refreshing raspberry sorbet core. To add texture and fun, its thick white chocolate shell is studded with popping candy.

Chocolate, caramel, toffee and molasses, known as brown flavors in the food industry and Magnum Wonder looks to capitalize on their popularity. It combines toffee flavored ice cream with the unexpected sweetness of a date ice cream core and is covered in golden chocolate and caramelized almonds.

The flavor inspiration of Magnum Chill is blueberries. This vegan option matches a vanilla-biscuit flavored ice cream with a blueberry sorbet core and crunchy cookie pieces, covered in a rich vegan chocolate couverture.

The launch of these ice creams in stores is just one stop on a multi-channel customer journey, the company says.

Magnum’s award-winning adverts are key drivers in engagement and purchase intent. And this year’s innovations will be supported by a media campaign that features Magnum lovers boarding the ‘Pleasure Express’ train. The fantasy train journey ends by inviting consumers to go “wherever pleasure takes you.”

“We’ve seen this campaign achieve the highest consumer test scores in Magnum’s history. That’s a testament to our commitment to flavor innovation, our understanding of the marketplace and a strong indicator that we’re meeting consumer demand,” concludes Curtis