Magnum, the world’s favourite ice cream brand, has today announced the roll out of more than 7 million ice cream tubs made with recycled plastic. Designed to bring us a more sustainable future and tackle the impact plastic has on environment globally, Magnum encourages all Pleasure Seekers to indulge in what brings them true pleasure, responsibly.

Magnum is the first to use recycled plastic within the ice cream industry and after a successful pilot launch in Spain, Belgium and Netherlands last year, the full roll out across all European countries is another exciting step towards a more sustainable future. With more in-home consumption due to COVID-19, the introduction of these tubs and their decreased impact on environment becomes extra relevant as the world prepares for a new future.

We are proud to be the world’s first ice cream brand to pioneer this ground-breaking technology”, says Julien Barraux, Global Magnum Vice President. “Through this new approach, we hope to lead the food and refreshment industry towards a more sustainable future, paving the way to a circular economy.

Mark Vester, Circular Economy Leader at SABIC, said: “Magnum tubs display a great collaborative effort between Unilever and SABIC to create the world’s first recycled ice-cream packaging, a true collaboration and innovation which drives positive change towards closing the loop on used plastics.

By end of 2020, Magnum will use an estimated 160,000 kilograms of certified recycled plastic material.

The move is part of Unilever’s wider global packaging commitment to halve the company’s use of virgin plastic, by reducing its absolute use of plastic packaging by more than 100,000 tonnes and accelerating its use of recycled plastic by 2025.

The Magnum tubs are now available in Europe and due to be launched globally from 2021 onwards.

So free yourself and indulge while contributing to a more sustainable future.

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