The Magnum Ice Cream Company has launched Volcanix, a single-serve stick featuring five indulgent layers designed to grab shopper attention.
Landing exclusively in the convenience and impulse channel, the NPD combines bold flavours and textures in a distinctive format aimed at adventurous shoppers.
Volcanix blends layers of crunchy chocolatey biscuit coating, smooth vanilla and chocolate ice cream, a core of rich caramel sauce and chocolate-coated caramel rocks.
Research shows that a significant proportion of UK ice cream buyers are open to trying new products if they provide a unique texture, giving Volcanix an opportunity to engage shoppers with its multi-layered format and volcano-inspired packaging.
Volcanix is available exclusively at Tesco Express and via Booker as an 80ml single stick (RSP £2) in cases of 24.
