Wall’s has partnered with Minecraft to launch a limited-edition ice cream stick inspired by the game’s pixelated design.
The product features three layers of coloured ice cream that mimic the blocky terrain seen in Minecraft. Each stick contains 73 calories, which aims to appreal to both health-conscious consumers and gaming fans.
“By working with a culturally active IP like Minecraft, our goal was for Wall’s to create the must-try ice cream of the year,” said Leyal Eskin Yilmaz, CMO for The Magnum Ice Cream Company across the UK, Ireland, Europe, and ANZ, and head of global brands for Wall’s, Cornetto, and Twister.
The Minecraft stick is initially available at Morrisons in the UK, and at Jumbo and Albert Heijn stores in the Netherlands. Wall’s plans to expand distribution to Italy, Poland, and Spain later this year.
