Magnum said the tubs will be rolled out across Europe in 2020 and globally in 2021.
The move by the brand is being communicated on-pack with a new icon on all Magnum tub lids as well as directions for how the tubs can be recycled after use. With more in-home consumption due to COVID-19, Magnum said the introduction of the sustainable tubs will help people reduce their impact on the environment.
By the end of 2020, Magnum will use an estimated 160,000kg of certified recycled plastic material. The move is part of Unilever’s wider global packaging commitment to halve the company’s use of virgin plastic, by reducing its absolute use of plastic packaging by more than 100,000 tonnes and accelerating its use of recycled plastic by 2025.
Andre Burger, vice president foods and refreshments, Unilever UK&I, said, “We’re proud to be the world’s first ice cream brand to pioneer this ground-breaking technology. 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.”
The new Magnum RPP icon will be communicated across TVC, digital, OOH and POS. The tubs are now available in grocery, convenience and independent stores across the UK with an RRP of £3.85 ($5.04) for 440ml.