Magnum builds on its premium momentum in India with Caramel Pop, signaling a new era of playful indulgence

Mumbai, 16 April 2026: Magnum, the iconic global ice cream brand synonymous with pleasure and indulgence, announced the launch of Magnum Caramel Pop in India, a bold new innovation that brings a playful twist to indulgence, while reinforcing the brand’s leadership in the premium ice cream segment.

Magnum Caramel Pop reflects the brand’s continued focus on product innovation. Crafted with Magnum’s signature thick Belgian chocolate, infused with crunchy caramelized pops and layered over smooth caramel ice cream swirls, the new offering delivers a multi-textural, sensorial experience designed for consumers seeking more playful, elevated indulgence.

Magnum, launched globally in 1989 and in India in 2013, has played a pivotal role in shaping the premium ice cream category through its expertly crafted experiences. In India, the brand is part of Kwality Wall’s India Limited (KWIL), now majority-owned by The Magnum Ice Cream Company (TMICC), marking a significant step in accelerating premiumisation in one of the world’s fastest-growing ice cream markets.

Chitrank Goel, Deputy Managing Director, Kwality Wall’s (India) Limited (KWIL), said, “We are focused on accelerating premiumisation in India by building a strong, future-ready portfolio. As a part of The Magnum Ice Cream plays a central role in this journey as a key pillar of our overall growth strategy. With Caramel Pop, we are continuing to push the boundaries of indulgence through decadent flavors, while strengthening our leadership in the premium segment.”

Monosij Bandyopadhyay, Chief Marketing Officer, Kwality Wall’s (India) Limited (KWIL), added, “Magnum has always reflected the evolving aspirations of India’s consumers. More than just an ice cream, it represents the ultimate indulgent pleasure. With Caramel Pop, we introduce a flavour that’s playful yet elevated, designed to resonate with today’s experience-seeking consumer”.

As part of TMICC, a €9 billion global ice cream business, Magnum continues to be a marquee brand, combining global expertise in indulgence and innovation with KWIL’s strong local heritage, manufacturing footprint, and extensive distribution network. It is witnessing strong double-digit growth, particularly within the fast-growing quick commerce ecosystem in India.

Bringing this new indulgence to life is Kareena Kapoor Khan, Magnum’s long - standing brand ambassador, who continues to embody the brand’s signature sophistication and confidence. Sharing a personal perspective, Kareena Kapoor Khan said, "Magnum has always been my go-to indulgence and something I genuinely enjoy. The new Caramel Pop flavor is my newest favorite – rich, sweet and crunchy. It’s the ultimate pleasure, and I’d definitely say go ahead and treat yourself to it."

The launch is amplified through a high-impact OOH campaign in top cities across India, where life-sized Caramel Pop ice cream sticks are displayed on the imagery of the brand’s signature cracking chocolate. Designed to disrupt everyday mundane tasks and invite consumers to pause, indulge and savour the moment.

The campaign film, conceptualised by TBWA\Lintas, celebrates the craftsmanship behind Magnum Caramel Pop, capturing the sensorial journey from the first crack of Belgian chocolate to the indulgent layers within. 

With Magnum Caramel Pop, now available across leading quick commerce platforms and Kwality Wall’s retail outlets nationwide, the brand continues to push the boundaries of premium ice cream innovation – reinforcing its position not just as a category leader, but as a tastemaker shaping how India indulges today.