Europe is completely taken with crack-ready innovative Magnum IML packaging
Velvety vanilla ice cream with tasty pieces of classic, white or almond chocolate in a distinctive crackingly-tasty Magnum chocolate crust. That’s the successful formula for the new Magnum Pints, available in three timeless flavours. This brand new smash hit of a dessert with IML packaging has been available since spring 2017 on ice cream shelves in a large part of Europe. It’s quickly winning over new markets… Brand owner Unilever and injection molder Miko Pac provide more details about this trendsetting IML project.
Miko Pac and MCC Verstraete create packaging
Karl Hermans, Managing Director of the Belgian plastic packaging producer Miko Pac: ‘We develop customised new packaging using thermoforming and injection molding. And, we are one of the main suppliers of ice cream packaging for Unilever. Together with MCC Verstraete, we were asked to translate design ideas for Magnum Pints into a packaging solution that was suitable for mass production. The product launch at the pan-European level meant that excellent communication was crucial between the brand owner Unilever, IML label producer MCC Verstraete and us as the plastic packaging producer.’
Magnum Pints: carefully made to be broken
Rahul Rajpal, Brand Development Magnum Europe: ‘Packaging quality plays an important part in every Magnum innovation. And this was even more so for the new Magnum Pints because this type of innovative product is unique. Magnum Pints are “carefully made to be broken”. This means that the consumer breaks the hard chocolate around the vanilla ice cream by squeezing both sides of the packaging. To make this possible from a technical perspective and to provide the consumer with a unique ‘cracking experience’, we resolutely opted for IML technology.’
IML packaging perfect for premium product
Rahul Rajpal: ‘The quality of IML packaging is first class, which is really important for deep freeze products. The packaging must protect the product quality. Thanks to the IML technology, the Magnum Pints remain free of cracks and are perfectly protected against moisture and large fluctuations in temperature. Last but not least, IML packaging is completely recyclable.’
First and foremost, we wanted to use IML because of the premium look. It radiates luxury. This is a perfect fit for the high-end brand identity of Magnum.
Rahul Rajpal, Brand Development at Magnum Europe
Cool contrast between Metallic IML, Matt IML and UltraGloss IML
Benedict Adins, Key Account manager Unilever for MCC Verstraete: ‘The IML label plays a crucial role in the unique cracking experience with Magnum Pints. The Press to Crack instructions show exactly where you need to squeeze the container. And, the instructions are even more noticeable because of the Metallic IML finish. The logo also has a luxurious shiny Metallic look. The metallic effect radiates luxury and quality, and creates a beautiful contrast with the Matt IML finish on the rest of the label. It makes the packaging a real eye-catcher in the freezer.’
Rahul Rajpal: ‘Consumers are completely taken with the cracking ritual with the new Magnum Pints. Squeezing it is a “cool” experience and customers love the mouth-wateringly intense cracking sound. The design and quality of the packaging have also received positive feedback.’
IML packaging is a technical marvel
Rahul Rajpal: ‘There were technical challenges with the packaging design, especially the lid. But, together with the MCC Verstraete team, we quickly found an alternative solution.’
Karl Hermans: ‘The Magnum Pints shape made it difficult to create an IML label. A very precise design and a superbly-functioning robot system were needed. But, MCC Verstraete offered a wide range of technical options. Moreover, they monitor each project closely, from the first test production through to the finished result. I absolutely recommend MCC Verstraete as a partner. They are a lot more than just an IML printer. They consider innovation and quality paramount and believe in a solution-oriented approach. That makes them an extremely valuable partner for the development of new IML packaging.’
