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Magnum makes Malaysian entrance

Jan 14, 2015

Magnum-ice-cream-115Unilever has opened its first experiential Magnum cafe in Malaysia.

Located in the Mid Valley Megamall, the two-level store is the first of the 30 worldwide to feature two “infinity bars” where customers can create their own Magnums.

While some earlier Magnum stores in Asia were pop-ups or temporary cafes, this one appears to have a permanent future.

Unilever Holdings Malaysia marketing director Herry Budiazhari said at the store’s opening this week that more stores are planned for the country.

Magnum is an ice cream on a stick marketed as an upmarket indulgent ice cream snack. In Malaysia they sell for MYR10 (about US$3) a three pack in supermarkets, and MYR4 each in 7-Elevens.

In the retail store, customers can choose from a menu of Magnums served with extra trimmings, or create their own indulgence, choosing from a range of toppings and extra ingredients which Unilever claims extends to a massive 250,000 possible combinations. The create-your-own options costs MYR9.90.

The new Malaysian cafe takes up 4200sqft, seats 100 and is available for private functions.

Budiazhari says the store broke an international record for sales with more than 2000 ice creams sold in a single day.

“We want to engage our customers in a rich two-way conversation and offer them a pampering and rewarding experience where they can experiment with their own creativity,” he said.

Source insideretail.asia

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