Hindustan Unilever launches its premium ice-cream brand ‘Magnum’ in India


Hindustan Unilever (HUL), the country’s leading consumer goods company, has initiated its national rollout of Magnum ice-cream. It is considered one of the world’s leading premium ice-cream brand which has been launched in the cities of Mumbai, Hyderabad, Bangalore and Pune. After an introduction in Chennai last year, the impulse ice-cream brand offers a taste of royal treatment, a chance to indulge in supreme experience this summer. Commencing from 1st March, Magnum, the brand made up of Belgian chocolate is available in three delicious flavours – Classic, Almond and Chocolate Truffle, is being pushed across retail outlets, in both modern and traditional trade across Mumbai.

Geetu Verma, Director, Foods and Refreshments, Hindustan Unilever Ltd. shared her thoughts on recent launch “Magnum is pure pleasure from its first distinctive crack to the last bite. Last summer, Chennai welcomed us with open arms and we are now thrilled to bring Unilever’s biggest and most loved ice cream brand to four more cities in India. We are confident that Magnum will appeal to young adults who are eager to indulge in an experience that is truly unique. I’m also delighted to have Kareena as our ‘Pleasure Ambassador’. She perfectly personifies the brand with her irresistible charm and royal demeanor.”

Unilever’s prime impulse ice-cream brand known globally, Magnum dominates the market of Europe, creating an influence over U.S. and other Asian countries such as Thailand, Indonesia, Malaysia and the Philippines. Worldwide, Magnum is acknowledged as a symbol of royal treatment and remarkable pleasure – the class that is passionate, tempting and truly irresistible.

HUL’s new Managing Director and Chief Executive Officer, Sanjiv Mehta addressed the public saying that he expects the brand Magnum to do well in the urban places. Our whole idea is to see how we get our business model in place, so that we can expand at a faster pace.”

Regardless of the price range of regular cones, bars and sticks which is available above the 5-50 price band, Magnum is believed to have done well in Chennai, a market HUL used mainly to test ground or identify the consumer response. However, analysts presume that the road might not be easy ahead, knowing the presence of well-established and competitive players such as Amul, Mother Dairy and Vadilal in the segment. In India, Products such as Cornetto, Breyers and Ben & Jerry’s retail under the Heart Brand range of Unilever. Amul (the leader in the ice-cream category) Mother Dairy and Vadilal competes directly with HUL’s Kwality Walls, in a roughly Rs 2,000-crore market. Amul consists of 40-45 percent of the organized ice-cream market in India. It scores a lead over competitors with aggressive pricing, distribution and launches. Analysts presume that the rollout of Magnum across markets is likely to generate a rise in of launches by rivals at the premium end of the category.

Bollywood actress Kareena Kapoor Khan has been affirmed as the brand ambassador of one of the world’s most plush ice cream brand, Magnum Ice-cream in India. Bollywood’s iconic style diva will symbolize the brand with the likes of Eva Mendes, Eva Longoria & Liv Tyler as the Magnum Pleasure Ambassador.



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