Magnum ice cream bars were first introduced in 1989 by Unilever as a premium ice cream product. The distinctive rectangular bars coated in thick Belgian chocolate quickly became popular around the world. But in recent years, some ice cream lovers have noticed Magnum bars are getting harder to find in stores, leading some to wonder – is Magnum ice cream being discontinued?
Quick answer
No, Magnum ice cream is not being discontinued. The Magnum brand remains active and is still being produced and sold globally by Unilever. However, availability of certain Magnum products can vary by region.
What flavors and varieties of Magnum are available?
Magnum currently offers a range of ice cream bars, ice cream tubs, ice cream cones, and ice cream sandwiches in dozens of flavors and variations. Some of the most popular Magnum products include:
- Magnum Classic – vanilla ice cream coated in milk chocolate
- Magnum Almond – vanilla ice cream with almonds, coated in milk chocolate
- Magnum White – vanilla ice cream coated in white chocolate
- Magnum Double Caramel – caramel ice cream coated in milk chocolate and caramel sauce
- Magnum Double Chocolate – chocolate ice cream coated in milk chocolate
- Magnum Gold?! – vanilla ice cream with caramel swirl and pieces coated in gold colored Belgian chocolate
- Magnum Minis – miniature versions of classic Magnum bars
- Magnum Pints – tub ice cream in classic Magnum flavors
- Magnum Ice Cream Bars – individually wrapped rectangular ice cream bars
- Magnum Ice Cream Sandwiches – ice cream between chocolate cookies
In total, Magnum offers over 20 unique ice cream bars and over a dozen tub ice cream flavors. They frequently release new limited edition and seasonal flavors as well.
Availability by country
While the Magnum brand is active globally, availability of specific Magnum products varies quite a bit by region. Here is a breakdown of Magnum availability in some major markets:
United States
In the US, availability of Magnum ice cream bars is very limited. Only the basic Magnum Classic and Magnum Almond bars are widely available, mostly in convenience stores and gas stations. The wider range of premium Magnum bars found in other countries are not currently available in mainstream retail in the US. However, they are sometimes found in specialty import food stores.
Canada
Magnum availability in Canada is slightly better than the US. Magnum Classic, Almond, and White are readily available in grocery stores. Some limited edition premium bars can also be found occasionally at major retailers.
United Kingdom
The UK has much wider access to Magnum products compared to North America. All the core classic bars plus a rotating selection of premium, seasonal, and limited edition Magnum bars are easily found in grocery stores and convenience shops.
Europe
Throughout most of continental Europe, Magnum is widely available in supermarkets, corner stores, and other food retailers. Germany, France, Italy, Spain, and other European nations offer many flavors of Magnum bars, pints, cones, and other products.
Australia
Australians also have access to a diverse Magnum range. The Classic, Almond, and White bars are standard, and special editions like Double Salted Caramel Magnums can be found frequently in stores.
Asia
In many Asian markets like Japan, South Korea, Thailand, and Singapore, Magnum is hugely popular and comes in myriad flavor varieties. Interesting Asia-inspired flavors like Lychee, Green Tea, and Red Bean are easier to find there than in western countries.
Why is Magnum availability limited in the US?
There are a few major factors contributing to the relatively small Magnum selection in American stores:
- Market dominance of domestic brands: Häagen-Dazs and Ben & Jerry’s dominate the premium ice cream category in the US, making it harder for international brands to break in.
- Higher costs: Importing and marketing the broader range of Magnum products is more expensive in the massive US market.
- Different tastes: American consumer preferences lean toward varieties like chocolate chip and cookie dough over fruiter or floral flavors popular abroad.
- Brand awareness: Magnum does not have the same brand recognition in the US as it does internationally.
Unilever claims the limited selection in the US is because consumer demand for wider Magnum availability simply isn’t there compared to other countries. So for now, the company focuses on just the best-selling Classic and Almond bars for the American market.
Is Magnum ice cream still being produced?
Yes, absolutely. Magnum remains one of Unilever’s most prized international brands. Global sales were over 1 billion euros as recently as 2020. While growth has stagnated in the US, Magnum sales are still surging in many Asian and European countries where it is easier to find and Magnum has carved out a stronger brand identity.
Unilever continues actively marketing Magnum around the world, frequently announcing new products, flavors, and advertising campaigns. Some recent examples that show the brand remains very active include:
- In 2021, Unilever introduced 4 new indulgent flavors – Raspberry Cake, Banana Peanut Crumble, Double Chocolate Brownie and Caramel Billionaire’s – in tubs and cones in several European countries.
- A vegan line of Magnum pints and bars was launched in 2022 in the UK and parts of Europe.
- Magnum Ruby was introduced in 2022 featuring ruby chocolate, an entirely new type of chocolate.
- A TikTok dance challenge campaign was launched in 2022 to promote Magnum Double Gold Caramel bars.
All indications are that rather than discontinuing Magnum, Unilever remains committed to growing the brand worldwide with new flavors and clever marketing.
Could Magnum ever be discontinued?
While it seems unlikely given Magnum’s status as a mega-brand for Unilever, it’s not completely impossible that Magnum could someday be discontinued. Unilever has discontinued other once-popular ice cream lines like Popsicle brand ice cream. And all brands face challenges remaining relevant and driving profit growth forever.
For Magnum specifically, here are some hypothetical scenarios where discontinuing could occur:
- Frosty diplomatic relations: Production relies on sustainable Belgian chocolate. Issues importing that chocolate could disrupt production.
- Climate change: Magnum relies heavily on vanilla, which may become cost prohibitive if climate issues shrink supply.
- Health crazes: Trends toward low-sugar, dairy-free, or allergen-free diets may lessen demand.
- Cultural shifts: Changes in social attitudes around indulgence or chocolate could damage brand image.
Realistically though, Magnum is on solid ground in the ice cream market and able to adapt to changing tastes and environments. Complete discontinuation seems very unlikely barring an extraordinary event or massive mismanagement of the brand.
Conclusion
In summary, Magnum ice cream is clearly not discontinued globally, though the brand’s offerings are more limited in the US market compared to abroad. Unilever seems committed to carefully growing Magnum through innovation and promotion around the world. While it’s impossible to predict the future, Magnum shows no signs of going away anytime soon, to the relief of hardcore fans.
Magnum Flavor Availability by Country
| Country | Widely Available Flavors | Limited Edition Flavors |
|---|---|---|
| United States | Classic, Almond | None |
| Canada | Classic, Almond, White | Occasional limited releases |
| United Kingdom | Classic, Almond, White, Double Chocolate, Double Caramel, many more | Frequent seasonal, special edition, imported flavors |
| Australia | Classic, Almond, White, Double Salted Caramel | Seasonal and imported flavors found sometimes |
| Japan | Dozens of flavors including Matcha Green Tea, Houjicha Tea, Soy Sauce, etc. | Very frequent limited editions |