Baileys Original Irish Cream Liqueur has partnered with The Magnum Ice Cream Company to launch a non-alcoholic ice cream bar.
The product, Magnum Mini Inspired by Baileys, pairs vanilla ice cream with Baileys flavour, wrapped in Magnum’s chocolate shell and biscuit pieces.
The company says the mini-sized stick treats contain no alcohol and are manufactured locally at The Magnum Ice Cream Company’s facility in Minto, NSW.
The six-pack item launch expands Baileys’ existing brand licensing program into the frozen dessert aisle.
“This partnership builds on the success of Baileys’ long-standing licensing program, which extends the brand beyond the bottle through carefully selected partnerships that strengthen its relevance and create exciting new consumer experiences,” said Declan Hassett, senior licensing manager at Diageo, the parent company of Baileys.
“Consumers continue to seek out small moments of indulgence, and collaborations between iconic brands are a powerful way to bring something new and exciting to familiar categories,” added Kalli Swaik, marketing director ANZ for The Magnum Ice Cream Company,
Asembl Managing Director Justin Watson said that the partnership aims to position the Baileys flavour profile within warm-weather snacking occasions across Australia.
The range, with an RRP of $12, is available at Woolworths stores and will expand to Coles from October 12. The partnership was brokered by Asembl.
- Further reading: Peters Ice Cream launches Lotus Biscoff frozen range.
