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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 reprocessed, 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

True to Pleasure, Responsibly

Plastic Collection

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

By the end of 2020, we will save 286 thousand kilograms of virgin plastic - equivalent to 23 million water bottles.

Tubs Production

By using recycled plastic, we will 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 be reusable, recyclable, and made from recycled material to drive the circular economy.

Magnum aims to drive the circular economy* approach by following this three step process:

1. Plastic Collection

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

By the end of 2020, we will save 286 thousand kilograms of virgin plastic - equivalent to 23 million water bottles.

3. Tubs Production

By using recycled plastic, we will 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 be reusable, recyclable, and made from recycled material to drive the circular economy.

Circular economy

According to the Ellen MacArthur Foundation (opens in a new window) (2019):

A circular economy favours activities that preserve value in the form of energy, labour, and materials. This means designing for durability, reuse, remanufacturing, and recycling to keep products, components, and materials circulating in the economy. Circular systems make effective use of bio-based materials by encouraging many different uses for them as they cycle between the economy and natural systems.

Advanced Technology

In order to unlock the 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, glass, and some plastics.

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

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

This technology provides a new way to take low-grade substances into the 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 this process, a robust chain of custody is needed.

The mass balance (opens in a new window) chain of custody is designed to track and 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 is blended with other feedstock and converted into many other things, but the amount of certified recycled plastic purchased from SABIC (opens in a new window) is equivalent to the amount of recycled feedstock used in their process.

ISCC

ISCC (opens in a new window) is a Sustainability Certification system for all feedstocks and markets. The resin supplier SABIC (opens in a new window) is certified, as are all our other suppliers.

The plastic resin we use to produce this our Magnum tubs is made with certified circular recycled plastic based on a mass balance approach.

ISCC Logo

*A raw material that is used in the manufacture of packaging

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