Magnum, the global ice cream brand, announces the launch of Magnum Caramel Pop in India, an innovation that brings a twist to the brand’s offerings in the premium ice cream segment.
Magnum Caramel Pop reflects the brand’s focus on product innovation. Crafted with Magnum’s thick Belgian chocolate, infused with caramelized pops and layered over caramel ice cream swirls, the new offering delivers a multi-textural experience for consumers.
Magnum, launched globally in 1989 and in India in 2013, has played a role in the premium ice cream category. In India, the brand is part of Kwality Wall’s India Limited (KWIL), now majority-owned by The Magnum Ice Cream Company (TMICC), marking a step in premiumisation in the ice cream market.
Chitrank Goel, Deputy Managing Director, Kwality Wall’s (India) Limited (KWIL) said, “We are focused on accelerating premiumisation in India by building a strong, future-ready portfolio. As a part of The Magnum Ice Cream plays a central role in this journey as a key pillar of our overall growth strategy.
“With Caramel Pop, we are continuing to push the boundaries of indulgence through decadent flavors, while strengthening our leadership in the premium segment,” Goel said.
Monosij Bandyopadhyay, Chief Marketing Officer, Kwality Wall’s (India) Limited (KWIL) said, “Magnum has always reflected the evolving aspirations of India’s consumers. More than just an ice cream, it represents the ultimate indulgent pleasure.
“With Caramel Pop, we introduce a flavour that’s playful yet elevated, designed to resonate with today’s experience‑seeking consumer,” Bandyopadhyay added.
As part of TMICC, a €9 billion global ice cream business, Magnum continues to be a brand combining global expertise with KWIL’s local heritage, manufacturing footprint, and distribution network. It is witnessing double-digit growth, particularly within the quick commerce ecosystem in India.
Bringing this new product to life is Kareena Kapoor Khan, Magnum’s brand ambassador.
Kareena Kapoor Khan, Brand Ambassador, Magnum said, “Magnum has always been my go-to indulgence and something I genuinely enjoy. The new Caramel Pop flavor is my newest favorite – rich, sweet and crunchy. It’s the ultimate pleasure, and I’d definitely say go ahead and treat yourself to it.”
The launch is amplified through an OOH campaign in cities across India, where life-sized Caramel Pop ice cream sticks are displayed on the imagery of the brand’s cracking chocolate. The campaign film, conceptualised by TBWA\Lintas, celebrates the craftsmanship behind Magnum Caramel Pop, capturing the journey from the crack of Belgian chocolate to the layers within.
Magnum Caramel Pop is now available across quick commerce platforms and Kwality Wall’s retail outlets nationwide.
