Trend: Magnum Ice Cream Bars

I've seen these everywhere. I haven't tried one yet, I have to admit they look really good. But, it's definitely something we shouldn't consume all that often.

The following is straight out of the current issue of Nutrition Action Health Letter. They always have a "Right Stuff" and "Food Porn" section on the very back that highlights very nutritious food and pretty scary food.

Magnum is the world's top-selling ice cream bar. But until April, it wasn't available in the world's biggest ice cream market. Consumer-products giant Uniliver (which also owns Ben and Jerry's, Breyers, Good Humor, Klondike, and Popsicle) is pulling out the big guns starting with a $10 million ad campaign - to let us know that, "At long last - Magnum, the international ice cream sensation made with thick Belgian chocolate, has arrived in the US."

Just in time. because Americans could really use a new line of six premium ice cream bars whose chocolate coating is "so incredibly thick it cracks when you bite." Take the Magnum Double Caramel, which manages to affix 330 calories and 14 grams of saturated fat to a stick. How? By covering vanilla bean ice cream with a "chocolatey coating" (mostly coconut oil and sugar) and a caramel sauce (mostly water, sugar, corn syrup, skim milk powder, and coconut oil), before coating the bar with a thick Belgian milk chocolate shell.

Unilever isn't trying to steal customers away from Dove and Haagen-Dazs, the company told the Wall Street Journal. Magnum's entry should "at least double the size of the market for super-premium ice cream novelties," notes a company spokesperson. If Magnum bars take off here, the market wont be the only thing whose size you can expect to double.

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