Magnum has announced a change to its vegan ice cream recipe in the UK, with soy now being used instead of pea protein in all three flavors – Magnum Vegan Classic, Magnum Vegan Almond, and Magnum Blueberry Cookie. The brand describes the new recipe as "its most velvety vegan ice cream yet," aiming to provide shoppers with an exceptional taste experience. The change is expected to drive incremental ice cream sales and follows positive feedback from consumers during testing.

Since launching dairy-free ice cream in 2018, Magnum has seen a 75 percent growth in its vegan ice cream portfolio, with the Blueberry Cookie flavor contributing significantly to the increase. The brand has also unveiled new packaging for its dairy-free bars, designed to increase visibility on the shelf and drive sales beyond the traditional Veganuary spike. The new soy-based recipe, coupled with the updated packaging, aims to offer improved taste and texture, positioning Magnum as a leading choice in the vegan ice cream market.

The new Magnum vegan ice cream packs have a recommended retail price of £4.25 for a pack of three, with Magnum Almond also available as a single stick for £2.30. The brand's commitment to evolving its products to provide indulgent ice cream experiences has led to the latest changes to its vegan range, ensuring a satisfying treat for plant-based consumers.