Reading Time: 2 minutes The new flavor is launching to coincide with Veganuary
Reading Time: 2 minutes

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’.

Veganuary

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.”   

Vegan Magnum

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).

Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.