Unilever’s flagship ice cream brand, Magnum, has been on the market since the early 1980s and reached a dominant position in premium ice creams.
“It is an icon for people who want an indulgent ice cream,” says Wilfried Duivenvoorden, European Supply Manager at Unilever.
The brand was re-launched three years ago, and Temptation – the most luxurious Magnum ever – was born. Demand for the super-premium ice cream has grown rapidly.
Carton packaging sets Temptation apart
One of the features that differentiates Magnum Temptation and gives it prestige is its carton packaging. The cartonboard used in the packaging is Metsä Board’s Simcote 230 g/m2, and the carton is converted by Van Genechten Packaging.
“We chose Simcote because of its excellent properties,” says Duivenvoorden. “It is a food-safe grade, necessary because of direct contact between the ice cream and the carton. On top of that, board is a sustainable material.”
Simcote’s light weight further enhances sustainability without compromising the strength of the board.
“The weight of the packaging also plays an important role, and in Simcote we were able to combine the required carton stiffness with minimum weight,” concludes Duivenvoorden.
| Key facts |
| Brand owner: |
Unilever |
| Brand: |
Magnum Temptation ice cream |
| Converter: |
Van Genechten Packaging |
| Board supplier: |
Metsä Board |
| Board grade: |
Simcote |