The Magnum Ice Cream Company is set to bring fresh excitement to the impulse ice cream category with the launch of Volcanix, a single serve stick with five indulgent layers designed to stop shoppers in their tracks. Landing exclusively in the convenience and impulse channel from 25th March, Volcanix combines bold flavours and textures in a distinctive format created to deliver a standout frozen treat for adventurous shoppers.
Volcanix blends different layers of complimentary tastes and textures: a crunchy chocolatey biscuit coating, smooth vanilla and chocolate ice cream and a core of rich caramel sauce, and chocolate-coated caramel rocks. The result is a highly indulgent product that gives convenience retailers a powerful way to surprise and delight shoppers and encourage impulse purchases at the freezer.
Research shows 32% of UK ice cream buyers would be prompted to try a packaged ice cream they haven’t had before if it offered a unique texture[1]. Volcanix, presents a strong opportunity for retailers to engage shoppers with its unique multi-layered format and eye-catching volcano-inspired packaging.
Emily Godding, Senior Brand Manager – Wall’s, The Magnum Ice Cream Company, said: “Our new Volcanix ice-cream stick is a disruptive new innovation to the UK market. We know shoppers are constantly actively seeking new, exciting taste experiences, and we believe this bold new ice-cream architecture delivers just that. We’re confident it will deliver an explosive arrival to the ice cream category, offering a totally unique experience for shoppers, and fire up frozen sales for retailers this summer.”
Volcanix will launch from 25th March as an 80ml single stick (MRSP £2.00) in cases of 24. The product will be available exclusively at Tesco Express, Booker symbol groups and via Booker, for independent retailers.
[1] Mintel Ice Cream Databook (UK & Germany, 2024)
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