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Australian farmers have branded the vegan Magnum ‘a problem for the dairy industry’ – saying it has been ‘incorrectly marketed’ as a dairy product.

The dairy-free Magnum, which launched in the UK in 2018, has been released in Australia this month. Parent company Unilever said the product – which is made from pea protein and – provides ‘a creamy experience without the need for dairy’.

A spokesperson for Australian Dairy Farmers told The Guardian that the Magnum and other vegan ice-cream products are an issue for his industry.

Vegan problems

“This is becoming an increasing problem for the dairy industry, with plant-based alternatives incorrectly being marketed as milk or other products associated with dairy,” he said.

“[Magnum] made a commercial decision to introduce a vegan addition to their Magnum product line to satisfy a very vocal community … it is misleading to call this product an ice-cream.”

But according to a Unilever spokesperson, the Magnum has never been marketed as ice-cream – but as an ‘iced confection’.

Vegan Australia

Australian meat and dairy farmers are likely to face increasing competition from plant-based alternatives: the country was recently labeled the world’s most vegan-friendly.

Using Google Trends data, online food blog Chef’s Pencil, compiled a list comparing the popularity of veganism across the world. Australia topped the list, retaining its 2017 ranking, with a ‘vegan popularity score’ of 100.

“Veganism has become hugely popular in Australia and more and more Aussies are turning to a plant-based diet,” said Chef’s Pencil. “Proof: Australia was the 3rd fastest growing market for vegan products in 2018, according to Euromonitor International.”