Not all chocolate is created equal

 

Though the Mesoamerican’s unlocked the cocoa
beans potential, it was the Belgian’s who elevated
it to an art form. When it comes to the world’s
favourite sweet treat, there’s Belgian chocolate,
and then there’s everything else…

 

A brief history of Belgian chocolate

 

 

Belgium’s love affair with chocolate started as far back as 1635 during the country’s Spanish
occupation and shortly after chocolate’s first arrival in Europe from Mesoamerica. With  a  flavour
unlike anything the country had experienced before, its appearance proved to be a sensation
and by the mid 18th century had become extremely popular as a luxury item of status among the
upper and middle classes. But it wasn’t until Belgian chocolatier Jean Neuhaus II first created the
praline in 1912 that theexquisite Belgian chocolate we know today really began to take form
and make itself known on the world stage.

 

 


What makes it so magic?

 

In a word? Craft. Belgian chocolatiers are rightly regarded as some of, if not the very best in the
 world, and it’s through the rigour, finesse, tradition and pure craftsmanship that goes into
 producing the chocolates of their homeland that they’ve attained this lofty reputation. In fact,
Belgian’s are so serious about quality chocolate, that it’s even written into their law—since 1894
the composition of Belgian chocolate has been regulated to ensure a minimum level of 35% cocoa.

 

 

Edible masterpieces

 

Though pralines, those exquisitely rich, soft centered chocolates in a thin chocolate shell, are
 arguably Belgian’s most famous chocolate creation, they also produce some of the world’s
greatest truffles. These often contain an intense, semi-emulsified chocolate filling and are coated
in delicate wafer or high quality cocoa powder. There’s also a smaller, but still extremely vibrant,
market in the production of luxury, hand-finished, artisanal chocolate items, like eggs, animals,
figures and hearts for more specific occasions, like Easter, Christmas and Valentine’s day.

 

 

 

 

Only the best for Magnum

 

So with all this in mind, it only seems right that every bar of delicious Magnum ice cream be
dressed head-to-toe in Belgian chocolate haute couture. After all, if we’re going to be bringing
 little instances of unadulterated pleasure to your day, we couldn't possibly opt for a chocolate
 that was anything less than the best. That feeling you get when you bite through the chocolate
 shell coating your favourite Magnum bar? That’s hundreds of years of Belgian chocolate
 mastery, tradition and expertise all condensed into one delicious moment of pure indulgence.

 

 

 

Sustainable, quality cocoa

Made from our highest quality cocoa beans, sustainably grown and carefully selected by Rainforest Alliance Certified™ farmers.

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New! Magnum Hazelnut Luxe

Perfectly crafted Turkish Hazelnut Luxe

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MORE TO SUIT YOUR TASTE

Choose your indulgence

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  • White Almond