Magnum Ego: Supermarket removes popular item ice cream from its shelves
A popular ice cream has disappeared from supermarket shelves, and fans are bereft.
Magnum Caramel Ego is nowhere to be found among the many Magnum flavours being sold at Coles and Woolworths, and neither is the Double Caramel Ego, which is listed as "out of stock" on the Coles and Woolworths websites.
Aussie shoppers have reported being unable to find it at supermarkets or even at local servos.
The Magnum Caramel Ego is nowhere to be found. Nine
The closest flavour to the Magnum Ego Caramel is the Magnum Dulce de Leche, which is described as having a deeper, less sweet caramel flavour closer to toffee.
It also includes cookie pieces.
The sauce in the Magnum Ego Caramel has a fudgy texture, and is more true to a traditional caramel flavour.
A spokesperson for The Magnum Ice Cream Company confirmed the news to nine.com.au.
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The closest Magnum flavour to the Magnum Ego Caramel is the Magnum Dulce de Leche. Nine
This is sad news for caramel ice cream lovers. Getty
"We regularly review our Magnum ice cream flavours to keep options fresh and exciting," they said.
"From time to time, flavours step aside to make room for new innovations, but we're always focused on delivering delicious options.
"Last year we launched four delicious new flavours: Boysenberry, Dulce de Leche, White Chocolate & Cookies and Cookie Crunch, and they've been a big hit.
"But we also know Aussies love their caramel. Watch this space!"
The Magnum Caramel Ego was first released in Australia 1998 and is made of vanilla ice cream with a caramel sauce layer and covered in a thick, milk chocolate.
The product launched with a clever ad depicting a bright yellow convertible driving into the Garden of Eden with a man and a woman seated in the back.
The woman bites into a Magnum Ego Caramel only to be approached by a devil-like figure offering her an apple.
The Magnum Caramel Ego was first released in Australia 1998. YouTube
The accompanying TV ad depicted it as the ultimate temptation in the Garden of Eden. YouTube
She chooses the "wickedly good" Magnum Ego Caramel, after which the voice over says that "temptation has a new name".
The devil-like character is left to despondently eat the apple, as the car drives away.
Magnum Classic was first developed 35 years ago in Denmark. It is distributed in Australia by Streets Ice Cream.
Stick ice creams featuring vanilla ice cream coated in chocolate weren't uncommon at the time.
The ad described the Magnum as 'wickedly good' and added that 'temptation has a new name'. YouTube
However, the Magnum elevated it, using indulgent ingredients including rich and creamy ice cream and a chocolate and a uniquely thick, chocolate coating that makes an distinct "crack" noise when it is bitten into.
Magnum ads have featured several celebrities, all of whom perfectly demonstrated the Magnum "crack" including Liz Hurley and Eva Longoria.
The second Magnum flavour to be released was the popular Magnum Almond, followed by Magnum White, both released in 1992.
Magnum Caramel Ego was released in 1998 and since then, several more flavours have been created including Peppermint, Honeycomb Crunch, Passionfruit White Chocolate, and Boysenberry.
There are also "dairy free" and "plant based" versions of the frozen treats.
Magnum Classic was first developed 35 years ago in Denmark Nine
Magnum Caramel Ego was released in 1998 and since then, several more flavours have been created. Nine
Magnums are also available in full size and "mini".
Magnum was been crowned Australia's favourite single-serve ice cream of 2025.
Over 19 million Magnums were sold in NSW alone in supermarkets, petrol stations and corner stores.
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