Unilever has expanded its Magnum range, with the launch of Magnum Double Gold Caramel Billionaire, available now.

The new flavour is available in a singles 85ml format (RRP £2) and as a three-pack (RRP £3.69), as well as a 440ml tub (RRP £4) to help retailers drive ice cream sales in the warmer months. The on-the-go formats contain less than 250 calories.

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Magnum Double Gold Caramel Billionaire was inspired by Millionaire’s Shortbread and contains a caramel sauce filling and then coated in a golden caramel chocolate.

The launch will be supported with a £10m campaign, running until August, with the new product airing on TV for the first time on 22 March. According to the supplier, the activity will drive exposure for the launch, ensuring that it stays front of mind for shoppers.

The brand’s tub uses recycled polypropylene plastic, and the multipack is also made from recyclable materials.

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Jennifer Dyne, ice cream brand experience director, Unilever, said: “We’re pleased to say that our summer launch is much anticipated by our customers, especially when they are looking to treat themselves with a moment of indulgence.

“With the new launch, we’re giving customers a unique flavour that has been carefully crafted with multiple layers of decadence. We’ve also 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.”

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