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Magnum tubs now made with recycled plastic

Magnum: building a sustainable future

True pleasure, responsibly

At Magnum, the world’s authority on ice cream and chocolate, our mission is to offer the ultimate pleasure experience.

To ensure our Pleasure Seekers can enjoy our delicious ice cream unapologetically, whilst supporting a sustainable future, we are introducing a new, unique packaging design to help our planet.

Magnum is excited to announce the new launch of tubs made from recycled packaging. Designed to bring us a more sustainable future and tackle the impact plastic has on environment globally, Magnum encourages all Pleasure Seekers to indulge in what brings them true pleasure, responsibly.  

Magnum is proud to be one of the world’s first food brands to pioneer this ground-breaking technology. Our ambitious goal is that by 2025 every Pleasure Seeker will be able to indulge in our delicious Magnum tub products made from recycled plastics, eliminating the use of virgin plastics. By 2020, we will be using 286 thousand kilograms of certified recycled plastic material, which is the equivalent to 23 million water bottles, crafting 13 million of our Magnum Tubs.

Magnum recyclable tubs
Magnum uses recyclable plastic

We love recycling

Plastic waste is one of the biggest threats our planet is facing, and reducing it is a priority for both consumers and business as a whole. That is why Magnum has committed to using an innovative recycling technology which prevents plastic pollution, by transforming previously unrecyclable plastic waste into valuable resources.

This sustainable solution means that plastic waste can be re-processed, as the advanced recycling process preserves the quality of the material, reducing the use of virgin plastic. By using this new approach, Magnum hopes to lead the food and refreshment industry towards a more sustainable future, paving the way to a circular economy. This approach aims to change how we produce, use and dispose plastic ensuring optimising resources and circulating components and materials, keeping our plastic “in the loop.”

As part of our pledge to ensure that our pint packaging is fully reusable, recyclable or compostable but also made from post-consumer recycled material to drive the circular economy approach, Magnum has collaborated with SABIC on an alternative technology so that our indulgent Magnum tubs can be made from post-consumer recycled material and will support a circular economy.  

This is a significant step aiming to accelerate Magnum’s waste strategy, which means our Pleasure Seekers can now be true to pleasure indulging in signature Magnum luxury knowing that they play a role in reducing the impact of plastics on the environment. So free yourself and indulge while contributing to a more sustainable future.

#TrueToPleasure

www.magnumicecream.com/recycle

Plastic Collection

By using recycled plastic to make our Magnum tubs, we are helping to reduce the amount of new plastic created.

By 2020, we will save 286 thousand kilograms of virgin plastic which is equivalent to 23 million water bottles.

Pints production

By using recycled plastic, we produce Magnum tubs that can be re-used and recycled again and again.

In 2020, more than 10 million Magnum tubs will be made from certified recycled material. Our packs will soon be reusable, recyclable, and made from recycled material to drive the circular economy.

Circular economy

According to Ellen MacArthur Foundation (2019);

A circular economy favors activities that preserve value in the form of energy, labor, and materials. It can be either reuse, remanufacture, recycle to keep products, components, material in the circulating economy.

Circular systems make effective use of materials by encouraging many different uses for them as they cycle between the economy and natural systems.

Advanced Technology

In order to unlock circular economy industries need to become better at getting what was once produced back into circular material loops.

As one of the circular loops ‘Mechanical Recycling’ is suitable for many materials such as metals, glasses, some of the plastics.

However; for more complex materials, mechanical recycling has limitations. There was an urgent need in the industry to find alternative way to recycle complex materials and move into circular model.

Advanced Recycling technology is developed in order to involve “mixed, diluted complex materials” back into the value chain and make the material food safe for packaging application.

New technology provides a new way to take low-grade substances into recycling loop by breaking them into simpler forms that are used as feedstocks to make new materials in virgin-grade quality.

Mass Balance

In advanced recycling, recycled feedstock is blended with virgin materials; so it is impossible to physically track different feedstocks which are mixed in the process. To be able to follow, a robust chain of custody is needed.

The mass balance chain of custody is designed to track & audit the total amount of the content (e.g. recycled PP in-scope) through the system.

Recycled feedstock is a raw material that enters the production system, it will be blended with other feedstock and converted into many other things, but the amount of certified recycled plastic purchased from SABIC is equivalent to the amount of recycled feedstock used in their process.

ISCC

ISCC is a Sustainability Certification system for all feedstocks and markets. We have this certification at the resin supplier SABIC and in all our suppliers.

The plastic resin we use to produce this Magnum tubs is 99% made from certified circular recycled plastic.

ISCC Logo

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