A lack of indulgent treats makes Veganuary a struggle for many, so ice cream brand Magnum is on a mission to bring pleasure to the month-long challenge – and keep participants on track.
The Magnum Veganuary Pleasure Measure is an online digital dashboard to measure Veganuary ups and downs – and serve up special discounts on Magnum Vegan ice cream when the tracker shows a dose of pleasure is most needed to combat the nation’s struggles.
Magnum is looking to keep participants on track through the launch of its Vegan Sea Salt Caramel and Magnum Veganuary Pleasure Measure, which tracks the nation’s need for pleasure and offers special discounts on Magnum Vegan ice cream when a dose of pleasure is needed most.
As pleasure rating goes down, the special discounts on Magnum Vegan ice cream rise upwards.
The campaign coincides with the launch of its brand-new premium vegan ice cream, Magnum Vegan Sea Salt Caramel.
The much-anticipated new flavour hits shelves in the UK this month, and joins the brand’s much-loved wider collection of vegan ice cream.
With a velvety sea salted caramel base dipped in a sumptuous vegan chocolate covering, the newest addition promises the same Magnum signature “cracking” experience that fans expect with every bite.
Toni Vernelli, International Head of Communications at Veganuary, said: “We’re thrilled that Magnum is launching their new Vegan Sea Salt Caramel flavour this January.
"Veganuary’s role is to help people choose plant-based foods, whether their motivation is health, planet, people or animals, and it is much easier to persuade people to try vegan if there is plenty of great-tasting products like Magnum Vegan to make Veganuary a little more pleasurable”.
