Belgian ice cream brand Magnum has confirmed the packaging for their tubs range in the UK will now be made of recycled plastic.
Following a successful pilot last year, Magnum is the first ice cream brand to use recycled polypropylene plastic in their packaging.
The major move by the brand is being communicated on-pack with a new, bold icon on all Magnum tub lids as well as well as directions for the tubs to be recycled once used.
With more in-home consumption due to coronavirus, the introduction of sustainable tubs will help reduce the impact on the environment.
By the end of 2020, Magnum will use an estimated 160,000 kilograms of certified recycled plastic material, with plans to roll out the eco-friendly packaging across Europe in 2020 and globally in 2021.
Owned by Unilever, this shift is part of the wider global packaging commitment to halve the company’s use of virgin plastic, by reducing its absolute use of plastic packaging by more than 100,000 tonnes and accelerating its use of recycled plastic by 2025.
Andre Burger, Vice President of foods and refreshments at Unilever UK&I, said: “We’re proud to be the world’s first ice cream brand to pioneer this ground-breaking technology.
“Through this new approach, we hope to lead the food and refreshment industry towards a more sustainable future.
The new logo across all our tubs will help create awareness around our sustainability commitment and reassure Magnum lovers that they can indulge in a delicious Magnum ice cream whilst making a sustainable choice to reduce their environmental impact too.”
The new Magnum RPP icon will be communicated across TVC, digital, OOH and POS. The tubs are now available in grocery, convenience and independent stores across the UK with an RRP of £3.85 for 440ml.
