A year after announcing the split of your ice cream business, through which it markets brands such as Magnum or Ben & Jerry’s, Unilever He has presented the name and brand identity of the company that will collect the division: The Magnum Ice Cream Company.
Peter Ter Kulve, president of Unilever ice cream, has recently communicated it through LinkedIn, with a brief publication in which he explained the reasons for the election. “I love this name and our new brand. Born from iconic and world -recognized brands as Magnum, Walls, Ben & Jerry’s, Cornetto, who create magical and happy moments worldwide”He said.
“Magnum is an extremely successful, dear and ambitious brand: he will link us all, with the heart icon of Wall’s beating just in the center of our logo”, He said. He refers to Visual identity of the new company, which brings together both the recognizable Magnum lettering and the isotype of Wall’s, marketed in Spain as Frigo.
“The new name of our company clearly shows that turning ordinary moments into lasting memories is in the heart of what we do. We have a great boost for a fantastic future”, He pointed out regarding the positioning and future of the company.
The presentation of the new identity occurs a month after the multinational announced that the ice cream division will have Amsterdam as the main headquarters for your price, although it will also quote in London and New York.
The decision was surprising since although it is the same three bags in which Unilever’s shares are currently negotiated, it has the British capital as the main square.
The election, according to the company, was not a break against the United Kingdom, but that Amsterdam has been chosen for the main price because that is where they are the headquarters and direction of the division.
The presentation of The Magnum Ice Cream Company also takes place within the framework of a new controversy between Unilever and its brand Ben & Jerry’s. This accuses the matrix of unjustly dismissing CEO, David Stever, according to his political activism. Ben & Jerry’s has filed a lawsuit before an American court claiming that the multinational has violated one of the points of purchase agreements when trying to decide on the social mission of the company.
The problem is given because Unilever asked Stever to stop publicly criticizing US President Donald Trump.
The Magnum Ice Cream Company has the challenge ahead of Maintain the results achieved so far. As the company shared a month ago, the sales of the ice cream division increased 4.2% in the fourth quarter and 3.7% throughout the year. This has allowed him to register an increase in the operating benefit of more than 129 million euros.
Unilever Wait Complete the split of your ice cream business at the end of this year, An operation that will result in a new structure and with which, as Peter Ter Kulve himself explained, they hope to offer maximum yields for shareholders.
