An Unlikely Crossover
The latest concept to do the rounds imagines a collaboration between two brands from very different ends of the food spectrum: Magnum and Horlicks. One is a premium, chocolate-heavy ice cream. The other is a malted milk powder, first sold in the 1870s and long associated with bedtime drinks and comforting warmth.
The mockup proposes a ‘Horlicks Malted Milk Edition’ Magnum, presented in a familiar three-pack multipack box. The packaging adopts the classic Horlicks orange-and-blue branding, overlaying it on Magnum’s signature dark brown and gold design. It’s a striking visual that immediately signals a co-branded effort, merging the visual identity of a night-time staple with a freezer-aisle impulse buy.
A New Flavour Category
This would be a significant departure for Magnum. The brand’s core range is built around variations of chocolate, fruit, nuts, and caramel. The current UK lineup includes established variants like Classic, Almond, and White Chocolate, alongside more adventurous profiles such as Salted Caramel, Pistachio, and Double Raspberry. Even their more recent launches, like the Signature Peach flavour, stay within a broadly dessert-or-fruit-based territory.
A Horlicks flavour would push Magnum into an entirely new category: malted drinks. The core ingredients of Horlicks are malted wheat and barley, a savoury, cereal-based profile that has no direct equivalent in the brand’s history. It moves the product away from sharp fruit or rich confectionery and towards the ‘malted milk’ space more commonly associated with milkshakes or bedtime powders. The caption that accompanied the image read, “Imagine this at bedtime.”, directly referencing Horlicks’ long-established market position.
What the real range looks like
The current Magnum range focuses heavily on fruit, nut, and chocolate profiles, including Double Raspberry, Pistachio, and Salted Caramel. A Horlicks edition would represent a significant shift, introducing a malted milk flavour profile for the first time into a lineup that includes Mint, Almond and various chocolate options.
- Magnum Mint Ice Cream Sticks
- Magnum Almond Ice Cream Sticks
- Magnum Classic Ice Cream Sticks
- Magnum Mini Mint Ice Cream Sticks
- Magnum Pistachio Ice Cream Sticks
- Magnum Mini Classic Ice Cream Sticks
- Magnum Vegan Classic Ice Cream Sticks
- Magnum Salted Caramel Ice Cream Sticks
- Magnum Signature Peach Ice Cream Sticks
- Magnum White Chocolate Ice Cream Sticks
Frequently asked questions
- What flavour is Horlicks?
- Horlicks is a malted milk powder made from wheat and barley. Its flavour is distinctly malty and slightly sweet, often compared to the taste of malted milk biscuits or the inside of a Malteser, but less chocolatey.
- Has Magnum ever partnered with another drinks brand?
- The current UK Magnum stick range does not include any explicit co-branded products with other beverage companies. While they have flavours inspired by desserts or drinks, like Salted Caramel, a direct collaboration of this type would be a new strategy.
- Is the Horlicks Magnum ice cream real?
- No, the Horlicks Magnum is a Snackfish. It is a mockup image created by the online page UK Snack Attack and is not a real product available for purchase anywhere.
More like this
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- Magnum Jammie Dodgers Edition: A Biscuit Crossover Idea
- Vimto Magnums Appear in a New Multipack Concept
You have been Snackfished!
Snackfish :
[sn-a-ck-fish] verb
A snack that lies about its legitimacy as an official product online for internet clout and attention. Most commonly fabricated in Adobe Photoshop or using the unofficial Snackfish AI