Consumers scream for ice cream in ‘crack-ready’ IML packaging

Velvety vanilla ice cream surrounded by a luscious chocolate shell packaged in a beautiful pint container showcasing in-mold labeling is just the beginning. The new Magnum Pints are “carefully made to be broken”—meaning the consumer is invited to “crack” the chocolate shell around the vanilla ice cream by squeezing both sides of the packaging.

Introduced in the spring of 2017, the new Magnum Pints are available in many parts of Europe in three flavors: Classic, almond and white. This brand new dessert is quickly winning over markets, stated Verstraete IML (Maldegem, Belgium), a global designer and printer of labels specifically for in-mold labeling technology. Brand owner Unilever (London) and injection molder MikoPac (Oud-Turnhout, Belgium) worked with Verstraete to achieve this unique new packaging.

Karl Hermans, Managing Director of plastic packaging producer Miko Pac, said, “We develop customized new packaging using thermoforming and injection molding, and we are one of the main suppliers of ice cream packaging for Unilever. Together with Verstraete IML, we were asked to translate design ideas for Magnum Pints into a packaging solution that was suitable for mass production. The product launch at the pan-European level meant that excellent communication was crucial between the brand owner Unilever, IML label producer Verstraete IML and us as the plastic packaging producer.”

Rahul Rajpal, Brand Development, Magnum Europe, commented: “Packaging quality plays an important role in every Mangum innovation, and this was even more the case for the new Magnum Pints. The consumer cracks the chocolate shell that surrounds the ice cream in the pint container by squeezing both sides of the container. To make this possible from a technical perspective and to provide the consumer with a unique ‘cracking experience,’ we opted for IML technology.”

Magnum wanted to use IML because of the packaging appearance, which radiates a “premium” appeal, Rajpal explained. The quality of IML packaging is first class, which is really important for an innovation like Magnum Pints. Thanks to IML technology, Magnum Pints can retain the best possible quality to ensure the product is protected against moisture and large fluctuations in temperature. “Last, but certainly not least, IML packaging is completely recyclable,” said Rajpal.

Benedict Adins, Regional Sales Manager, Southern Europe, for Verstraete IML, noted that the IML label plays a “crucial role in the unique cracking experience with Magnum Pints.” The press-to-crack instructions show exactly where you need to squeeze the container, and the instructions are even more noticeable because of the combination metallic, matte and ultra-gloss IML finish.

Rajpal added: “Consumers are completely in love with the cracking ritual of the new Magnum Pints. Squeezing it is a ‘cool and unique’ experience and consumers love the iconic cracking sound of Magnum chocolate. The design and quality of the packaging have also received positive feedback.”