The new Magnum Vegan Sea Salt caramel is launching in the UK this month.
This follows the March 2020 release of the flavor in the US. Magnum’s newest option joins its existing UK dairy-free line, which includes Classic and Almond flavors.
According to the ice-cream giant, the flavor features ‘velvety sea salted caramel base dipped in a sumptuous vegan chocolate couverture’. It also has Magnum’s ‘signature cracking experience’.
The new release ties in with Veganuary, with Magnum also launching an initiative to keep participants on track. The Magnum Veganuary Pleasure Measure, is a ‘digital dashboard designed to react to the nation’s need for pleasure this Veganuary’.
“The online tool will measure Brits’ Veganuary ups and downs. And it will serve up special discounts on Magnum Vegan ice-cream when the tracker shows a dose of pleasure is most needed to combat the nation’s struggles. As pleasure goes down, the special discounts on Magnum Vegan ice-cream go up,” a spokesperson said in a statement sent to Plant Based News.
“However, Brits will need to keep an eye on Magnum’s Veganuary Pleasure Measure. [This is because] different value discounts will be offered dependent on the nation’s need for pleasure; cash out with your voucher too soon and you may miss a bigger discount later that month.”
Toni Vernelli, is international head of communications at Veganuary. She added: “We’re thrilled that Magnum is launching their new Vegan Sea Salt Caramel flavor this January.
“Veganuary’s role is to help people choose plant-based foods, whether their motivation is health, planet, people or animals.
“It is much easier to persuade people to try vegan if there is plenty of great-tasting products like Magnum Vegan to make Veganuary a little more pleasurable”.
The Magnum Veganuary Pleasure Measure is available on the Magnum UK website and Twitter channel @MagnumUK from today (January 1).