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The Magnum Ice Cream Company has unveiled its latest product innovation, Twister Frrreeze, as it looks to capture younger consumers with a new multi-sensory ice lolly experience.

Rolling out across UK grocery and wholesale channels, the new product combines peach, raspberry-apple and orange flavours with a “lingering cooling sensation” designed to extend the refreshment experience beyond consumption.

The launch builds on the success of the long-standing Twister range, known for its distinctive spiral shape and fruit-forward profile.

According to the company, Twister Frrreeze has been developed using proprietary R&D technology aimed at delivering the kind of immersive, sensory-driven experiences increasingly sought by Gen Z consumers.

Olga Mert, brand manager for Wall’s Refreshment UK, said: “Twister Frrreeze is a fun and fruity addition to the range… bringing a multi-sensory, ice-cold experience that is unlike anything else on the market.”

The product delivers on both indulgence and moderation trends, containing just 66 calories per lolly, positioning it within the growing demand for lighter, permissible treats.

To support the launch, The Magnum Ice Cream Company has partnered with Disney around the opening of the World of Frozen at Disneyland Paris on 29 March.