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Magnum Ice Cream promises infinite chocolate pleasure with its Infinity bars

Magnum Ice Cream introduces its Magnum Infinity bars to U.S. consumers, inviting its base of ice-cream "pleasure seekers" to experience chocolate indulgences.
Magnum Ice Cream introduces its Magnum Infinity bars to U.S. consumers, inviting its base of ice-cream "pleasure seekers" to experience chocolate indulgences.
Magnum Ice Cream

On May 20, Magnum Ice Cream announced the U.S. arrival of Magnum Infinity ice cream bars. A premium brand, Magnum is making more sweet promises to the adult ice-cream lovers it courts. Magnum introduces these frozen treats as a decadent chocolate indulgence worth getting your hands and lips on, one that will take consumers' pleasure to new heights.

While many brands claim eating ice cream is an indulgence, Magnum Ice Cream also promotes its ice cream as both luxurious and stylish. What's more, its products are presented as part of a sexy, decadent and playful lifestyle – even a near-erotic experience – for the discerning adult ice-cream lover. The brand refer to its consumers as “pleasure seekers," inviting them to rate their products on a five-star pleasure scale. With its U.S. introduction of Magnum Infinity, Magnum even hints that "experimenting" with its products will expand consumers' taste horizons.

So where is the pleasure to be found in the Magnum Infinity? In the decidedly luxurious combination of ingredients the two new flavors of its Infinity ice cream bars use.

Both Magnum Infinity bars provide a dark chocolate ice-cream sensation, with the bars using cocoa bean nibs for added texture and pleasure. The Magnum Chocolate Infinity bar starts with dark chocolate ice cream and a rich chocolate swirl; the ice cream is then dipped in dark chocolate and cocoa bean nibs. The Magnum Chocolate Infinity & Raspberry bars also has a dark chocolate ice-cream center. But that bar keeps things interesting with a stylish raspberry swirl before being dipped in dark chocolate and cocoa bean nibs.

With today’s U.S. introduction to Infinity bars, Magnum gives yet another flirtatious wink to ice-cream lovers familiar with the brand’s playfully sensual approach to ice cream. Again, that's the adult ice-cream lovers; that demographic might best enjoy Magnum's sophisticated combination of rich ice cream, dark chocolate and cocoa bean nibs.

“Since Magnum Ice Cream stepped on the U.S. scene in 2011, we’ve brought our chocolate expertise to ice cream lovers across the country through a variety of flavors and sizes,” said Nick Soukas, director of ice cream at Unilever, in a media statement. “And, now we’re excited to deliver our most indulgent chocolate experience yet with the addition of our new Magnum Infinity ice cream bar.”

Since even the most devoted ice-cream lover craves variety from time to time, Magnum Ice Cream has also introduced the Magnum Mini Variety Pack containing some of its favorite frozen treats. The variety pack will satisfy smaller appetites with smaller sizes of three favorite flavors: Classic, Almond and White Chocolate.

Magnum Chocolate Infinity and Chocolate Infinity & Raspberry bars are available in 3-count multipacks at grocery stores nationwide, with a suggested retail price of $3.99. The Magnum Mini Variety Pack, in a 6-count box, has a suggested retail price of $4.99. And for ice-cream lovers interested in a quickie, Magnum Infinity is available as individually wrapped, on-the-go bars.