Indulge responsibly

Leading the way with recycled plastic

All of our Magnum packaging is recyclable, which means it can be recycled where any local infrastructure exists. Magnum is also leading the way with its use of recycled plastic in our packaging. In 2019, we became the first ice cream brand in the world to use recycled polypropylene plastic (using a mass balance system)* to make our tubs. Since then, we’ve drastically reduced the amount of virgin plastic materials we use. By the end of 2023, we saved 1,539,000kg of virgin plastic from being produced – the equivalent of approximately 120 million empty plastic 500ml water bottles.

But we’re not stopping there. In 2024, we’re introducing a new wrapper in our multi-pack products made with 50% ISCC-Plus mass balance recycled plastic*. This wrapper will be rolled out across all of our Classic ice creams, which will help us save around 386 tons of virgin plastic or 350 million Magnum wrappers per year.

Our multi-packs

Our multi-packs are made from recycled fibre, which is widely recyclable after use, and our tamper seals are made from aluminium foil which is recyclable, too.

In our multi-packs, we have ice cream wrappers which are made from a mono-material polypropylene, so they’re recyclable where local infrastructure exists. In 2024, we’re going one step further and all of the wrappers in our Classic multi-packs will be made from 50% ISCC-Plus mass balance recycled plastic.

Our single stick products

Our OOH wrappers are also made from multi-layer mono polypropylene material, too. Recycling rates differ on a country-by-country basis due to the collection and processing infrastructure. We continue to advocate for investment in these areas, so our wrappers become more widely recycled. Check with your local waste collection to see where they can be recycled.

Our signature ice cream sticks, found in the iconic red Walls freezers, are made from either FSC or PEFC certified sustainable wood. The FSC and PEFC are independent third-party certifications that help source wood more responsibly and promote the protection of forests.

We’re committed to sourcing our wood from certified sources to promote responsible forest management and to make a positive economic and social impact on the lives of the people and communities that we work with.

Our tubs

Our tubs are made with recycled polypropylene which is widely recyclable after use. In 2019, we became the first ice cream brand in the world to use recycled polypropylene plastic (using a mass balance approach)* to make our tubs.

ISCC-Plus certification

Our wrappers are made with 50% certified recycled plastic. The recycled material used in our wrappers is based on a mass balance approach which is ISCC-Plus certified. This means our wrappers are made using a mix of virgin and recycled plastics. Each wrapper may vary in the total amount of recycled plastic it contains – some may contain more, some may contain less. However, the process is certified by the ISCC to ensure that a minimum of 50% recycled material is allocated to the entire batch of Magnum wrappers. A similar approach is used for our pints which uses a minimum of 90% recycled plastic. Find out more about ISCC-Plus certification.