Magnum Tubs: NPD

#1 new product development in luxury ice cream in 2017

Unilever wanted to break new ground by branching out into tub format for Magnum. The challenge lay in retaining its unique sensory signature: the indulgent crack of thick chocolate. They partnered with MMR to develop a product recipe that struck the right balance of cost and consumer appeal across multiple markets, while delivering a consumer experience that was most definitely Magnum.

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With a focus on developing a unique product experience while retaining brand equity, we deployed a suite of consumer research and analysis methods. This yielded actionable recommendations that would help Unilever to delight ‘pleasure seekers’ the world over.


Unilever invested considerable time and effort to perfect this indulgent sensory signature. As a result, Magnum Tubs was voted #1 NPD in Luxury Ice Cream in 2017 and was highly commended in The Grocer 2018 New Product Awards.

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