Double Gold Caramel Billionaire – the indulgent new launch from Magnum
Magnum, the UK’s No.1 ice cream brand[ii], is adding to its luxurious Doubles range with its most indulgent Magnum yet, the Magnum Double Gold Caramel Billionaire. Inspired by one of the nation’s most favoured British confection treats, Millionaire’s Shortbread, also known as Billionaire Shortbread, the latest innovation has been carefully crafted with multiple layers of decadence – to provide pleasure seekers with a new way to experience moments of luxury.
Now more than ever, shoppers are looking for new ways to treat themselves, and are turning to indulgence in everyday life as a means of escapism and a much-needed pick-me-up. In 2020, the ice cream category reached a historic milestone after marking its fastest growth on record, with Magnum alone welcoming its most successful year in over half a decade, making its way into 40% of UK households.
Expertly crafted by Belgian master chocolatiers to create the signature Magnum cracking chocolate and a divine chocolate and caramel experience. What makes the launch even more exceptional, is that for the first time ever in Europe and for a Magnum Double, the new flavour includes biscuit pieces on the outside, with a swirl of two ice creams, which are a velvety combination of pecan and biscuit flavours.
The new product has not only been made with taste as the focus, but with the environment in mind too, meaning fans of the brand don’t have to choose between a great tasting product and the planet. From the carefully selected, sustainably sourced cocoa beans which are certified by Rainforest Alliance, all the way through to the packaging. In fact, Magnum is the first ice cream brand globally to pioneer recycled polypropylene plastic (RPP), a ground-breaking technology that is used to create its tubs. Magnum’s commitment to sustainability doesn’t end there as its multipack carton is made from recyclable materials too.
Moment of Indulgence
Jennifer Dyne, Ice Cream Brand Experience Director, Unilever UK&I: “We’re pleased to say that our summer launch is a season highlight that is much-anticipated by our customers, especially when they are looking to treat themselves with a moment of indulgence – and the new Magnum promises just that. A luxury eating experience which delivers a moment of pure pleasure, that every one of us deserves, as we believe that a day without pleasure is a day lost. With the new launch, we’re giving our customers the most amazing multi-sensorial experience, with a unique flavour that has been carefully crafted with multiple layers of decadence, reminding us that pleasure has more than one layer. All one bite at a time, starting with the delicious caramel chocolate and crunchy biscuit pieces, followed by a decadent caramel sauce and swirls of creamy ice cream.
“As well as creating a delicious new way to enjoy Magnum, we’ve made sure we’re looking after the planet too. From our cartons, through to our tubs, we’ve created a launch which not only shows innovation in flavour, but recyclability too.”
£10m Marketing Campaign
Magnum is heavily investing into supporting the new Magnum Double Gold Caramel Billionaire sticks and tubs through a £10M marketing campaign, from February to August, with the Magnum Double Caramel Billionaire sticks and tubs airing on TV for the first time on 22nd March. The activity will drive continued exposure for the new launch and ensure that it stays front of mind for shoppers.
The New Magnum Double Gold Caramel Billionaire is available in stores nationally now at an RRP of:
- Magnum Double Gold Caramel Billionaire 3 x 85ml, 231 kcal per serving/stick. RRP – £3.69 (Stick multipack)
- Magnum Double Gold Caramel Billionaire 440ml, 231 kcal per portion (Serving Size portion = 100ml/68g). RRP – £4.00 (Tub)
Magnum Double Gold Caramel Billionaire 85ml, 231 kcal per serving/stick. RRP £2.00 (single stick)