Magnum (ice cream)

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Magnum
Magnum Logo.png

Owner / user Unilever
Introductory year 1989
Products Ice cream
Markets worldwide
Website www.mymagnum.de
Magnum logo (approx. 2002)
Magnum Classic

Magnum ( Latin for the great ) is an ice cream brand of the Dutch - British Unilever group, which is marketed under the umbrella brand with their respective regional names ( Langnese in Germany , Eskimo in Austria , Lusso in Switzerland ).

Market position

Magnum was conceived in the 1980s by the German Unilever ice cream branch Langnese-Iglo as a further development of the Nogger ice cream variety, which has been offered since the 1960s . The aim was to win over the adult population as buyers, since at that time ice cream was mainly consumed by children and adolescents, who, however, were a target group with an uncertain future with regard to population development . The fact that there was a viable market for high-quality ice cream for adults was demonstrated in the USA by the chocolate-covered ice cream “Dove”, which was introduced in 1984 and is generally quite similar to the magnum, which was taken over by Mars in 1986 and successfully marketed nationwide. (As early as 1988 Unilever tried to launch a similar product called “Frac” in Italy, but sold in a box, but without great success.) The new ice cream brand to be created was therefore aimed at adult city dwellers in old age according to the ideas of the Unilever Group aged 20–35 who belonged to the social middle or upper class. Women and men should be addressed equally.

Magnum was larger than its predecessor, Nogger, and - like Nogger - was not covered with a cocoa-based fat glaze, but with real chocolate . The technological challenge of finding a type of chocolate that can be processed at -40 ° C was solved by a special recipe from the Belgian chocolate manufacturer Callebaut . Production initially took place in Aarhus . In January 1989 Magnum was launched on the German market at a relatively high price of over DM 2. Not least thanks to the Group's marketing expertise, it developed into a successful product that is now available in numerous other countries. Unilever announced worldwide sales of 1 billion units for 2014.

variants

The original Magnum, introduced in 1989, is a vanilla ice cream on a stick with a milk chocolate coating . It is now referred to as "Magnum Classic", while numerous other varieties, some permanently and some for a limited time, expand the product line. It is mainly about stick ice cream with different ice cream and chocolate, sometimes there are also fillings, almond slivers and colored coatings (over the chocolate). The “Magnum mini”, small-sized stick ice creams that are available in different flavors, form a separate group. The brand is also used for ice cream in cups or portion cups, sandwich ice cream and other products.

According to the manufacturer, the “almond” variety is the most popular in Germany, with sales of 24 million in 2014.

The following variants, among others, are or were available:

  • Classic
  • Almond: sprinkled with chopped almonds
  • Classic and almond vegan
  • White: white chocolate coating
  • Double
  • Yoghurt Fresh: with yoghurt ice cream and raspberry sauce
  • Gold: with a caramel sauce , milk chocolate coating and a golden outer layer
  • Temptation Chocolate
  • Temptation Fruit
  • Temptation Hazelnut
  • Infinity Chocolate
  • Infinity Chocolate & Caramel
  • Mini (slightly smaller, different types in a multipack)
  • Strawberry White (since 2014)
  • Pink Rasperry
  • Black espresso
  • 5 kisses
  • Silver 25 (for the 25th brand anniversary in 2014; flavor Marc de Champagne )
  • 7 sins (seven sins): seven different flavors (e.g. pistachio, champagne)

Web links

Commons : Magnum (Ice cream)  - collection of images, videos and audio files

Individual evidence

  1. ↑ Information on the Magnum trademark  in the register of the German Patent and Trademark Office (DPMA)
  2. ^ A b Geoffrey Jones: Renewing Unilever. Transformation and tradition . Oxford University Press, Oxford 2005, ISBN 0-19-926944-0 , pp. 129–131 ( limited preview in Google Book search).
  3. ↑ a b Magnum / Brands in Action. Unilever Germany, accessed on April 27, 2015 (information on the “Magnum” brand).