Shrink to fit target audience
Magnum ice creams have been miniaturised in a bid to increase consumption levels.At half the size of a standard version, Unilever's Magnum Minis are...
Magnum ice creams have been miniaturised in a bid to increase consumption levels.
At half the size of a standard version, Unilever's Magnum Minis are expected to open up the ice cream to a host of eating occasions by offering busy consumers a small indulgence. "We weren't well set up as a mid-week treat for women," says Magnum senior brand manager Anna Ford. "For some women, the original magnums were physically too big." However, she is quick to add that "Magnum Minis aren't a diet concept"
The ice creams are available in multipacks of six and retail at £2.99. Flavours include Double Caramel, Double Chocolate and White Almond.
