(Updated January 5, 2021)
Magnum’s vegan Sea Salt Caramel Bars are coming to the UK this month.
The non-dairy ice cream bars, which launched in the U.S. earlier this year, feature a sea salt caramel base wrapped in dairy-free chocolate.
They join the Unilever-owned brand’s two other vegan options: Non-Dairy Classic and Non-Dairy Almond.
The ice cream brand has also launched the Veganuary Pleasure Measure, an online dashboard “which tracks the [UK’s] need for pleasure.” When pleasure is needed most, Magnum will offer discounts on its dairy-free ice cream.
According to the brand, the idea is to help Brits keep on track with their Veganuary pledges.
Toni Vernelli, Veganuary’s International Head of Communications, said the campaign is “thrilled” about Magnum’s new Vegan Sea Salt Caramel flavor.
She said in a statement: “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.”
Magnum isn’t the only brand helping people eat fewer animal products. In the U.S., Starbucks is offering a Meatless Mondays offer through January and promoting its vegetarian breakfast sandwiches and wraps. Every Monday, customers can get $2 off a meat-free option, including the Impossible Breakfast Sandwich. The idea is to encourage consumers to choose more climate-friendly meals.
A spokesperson for Starbucks told LIVEKINDLY: “The continued rollout [of] plant-based menu items across the globe builds on Starbucks ongoing sustainability commitments.”
‘One of the Biggest Trends in the World’
Magnum is also not the only ice cream brand to offer more dairy-free options. Ben & Jerry’s offers several vegan flavors, including Milk” & Cookies, Crème Brûlée Cookie, and Mint Chocolate Cookie.
“Plant-based eating is one of the biggest trends in the world,” said Ben & Jerry’s CEO Matthew McCarthy in a statement last year. “Ice cream lovers everywhere have shouted for non-dairy/vegan options that rise to the levels of Ben & Jerry’s euphoric awesomeness.”
Other major players in the ice cream market, like Häagen-Dasz and Halo Top, also offer vegan options.