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“The Mayan Mystica campaign is set to be huge," said Anna Ford, Magnum brand manager. "Not only do we have an amazingly indulgent TV advert, but we also have eye-catching posters on billboards all around the UK.

"This combination is sure to drive consumers into store seeking Mayan Mystica. Retailers need to ensure that they stock up to meet the demand that this campaign will create for not only Mayan Mystica, but also the entire Magnum range.”

According to TalkingRetail.com, New Magnum Mayan Mystica is priced at £1.25 (RRP) for singles and £2.79 (RRP) for a 3x110ml multipack, and will build on the success of 2007’s number one ice cream launch, Magnum Ecuador Dark.