Magnum has launched its ice cream tubs range in the UK using packaging made with recycled plastic.
The move follows a successful pilot last year. As well as in the UK, the tubs will be rolled out across Europe in 2020 and globally in 2021.
Magnum said it was the first ice cream brand to use recycled polypropylene plastic in its packaging.
The recycled credentials are communicated on-pack with a new icon on all Magnum tub lids as well as well as directions for the tubs to be recycled once used.
By the end of 2020, Magnum will use an estimated 160,000 kilograms of certified recycled plastic material. The move is part of Unilever’s 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 Foods and Refreshments, Unilever UK&I, commented: “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 TV, digital, out-of-home and POS.
The recycled tubs are available now with an RSP of £3.85 for 440ml.