Magnum vs supermarket own-label ice creams

Individually wrapped chocolate-covered ice creams make the perfect grab-and-go treat on a hot summer’s day.

But if you usually opt for Magnums, you could be missing out on some big savings. The leading premium brand costs more than double the price of many supermarket own-label options.

In May 2021, we tested Magnum and Cadbury Dairy Milk ice creams alongside 10 cheaper supermarket alternatives from Aldi, Sainsbury’s, Tesco and more.

Several supermarket ice creams were a hit with our tasters, and we found one bargain Best Buy – proving you needn’t pay a premium for an indulgent frozen treat.

Best chocolate-covered ice creams

Only logged in Which? members can view our results. If you're not yet a member, you'll see an alphabetically ordered list of the ice creams on test.

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Prices correct as of July 2021.

Aldi Gianni's Milk Chocolate Ice Creams

99p for four (25p per ice cream)

Aldi’s budget-friendly ice creams cost around a third of the price of Magnums. But how do they compare on taste?

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Want to buy without reading our results? Available from Aldi.

Asda Heavenly Moments Milk Chocolate Classic

£1.10 for three (37p per ice cream)

Our panel rated the taste, texture, aroma, and appearance of these Asda chocolate ice creams. Are they worth stocking up on this summer?

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Want to buy without reading our results? Available from Asda.

Cadbury Dairy Milk Ice Creams

£2.75 for four (69p per ice cream)

Cadbury Dairy Milk ice creams are more than twice the price of some supermarket own-labels. Are they one of our top picks?

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Want to buy without reading our results? Available from Asda, Co-op, Iceland, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.

Co-op Milk Chocolate Sticks

£1 for three (33p per ice cream)

Co-op’s milk chocolate sticks will set you back just 33p per ice cream. Are they good value for money?

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Want to buy without reading our results? Available from Co-op.

Iceland Majestics Belgian Milk Chocolate

£1 for for (25p per ice cream)

Iceland’s Majestics contain more chocolate than other supermarket ice creams. But does this generous chocolate coating make them a better-tasting treat?

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Want to buy without reading our results? Available from Iceland.

Lidl Gelatelli Classic Chocolate Covered Vanilla Ice Cream

£1.59 for six  (27p per ice cream)

At just 27p per ice cream, Lidl’s ice creams are some of the cheapest you can buy. Can they compete with the big brands on taste?

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Want to buy without reading our results? Available from Lidl.

M&S Milk Chocolate & Vanilla Ice Creams

£1.50 for three (50p per ice cream)

M&S ice creams have the lowest number of calories per ice cream. But do fewer calories mean compromising on flavour?

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Want to buy without reading our results? Available from M&S.

Magnum Classic

£3 for four (75p per ice cream)

Magnum promises ‘velvety smooth vanilla ice cream’ and ‘creamy milk chocolate’. At more than double the price of the cheapest ice creams we tested, are Magnums' expensive ice creams worth paying more for?

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Want to buy without reading our results? Available from Asda, Co-op, Iceland, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.

Morrisons Milk Chocolate Amour Lollies

99p for three (33p per ice cream)

Morrisons shoppers can get three ice creams for less than a pound. Do they deserve a spot in your trolley?

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Want to buy without reading our results? Available from Morrisons.

Sainsbury's Milk Chocolate Indulgence Ice Cream

£1.35 for four (34p per ice cream)

Sainsbury’s ice creams contain less chocolate than other own labels we tested. Are they any less indulgent?

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Want to buy without reading our results? Available from Sainsbury’s.

Tesco Milk Chocolate Ice Cream

£1 for three (33p per ice cream)

How does the UK’s biggest supermarket chain measure up when it comes to its own-brand ice cream? Our tasters reveal all. 

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Want to buy without reading our results? Available from Tesco.

Waitrose Smooth & Velvety Milk Chocolate Ice Creams

£1.50 for three (50p per ice cream)

Waitrose describes its ice creams as ‘smooth and velvety’. Did our panel of tasters agree?

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Want to buy without reading our results? Available from Waitrose.

How many calories are in an ice cream?

The calorie content of the ice creams we tested varied from 192 to 267 calories per ice cream.

You can compare the calories of all the ice creams we tested in the table below.

What's the best diet? We discuss whether popular diet plans really work. 

Are wooden ice cream sticks recyclable?

Wooden ice cream sticks aren’t recyclable, but they can be composted or placed in your garden-waste collection.

Alternatively, you can wash them and reuse them for homemade ice lollies, or as part of an arts and crafts project.

If you’re buying a multipack, the outer cardboard box can go in your household recycling bin, but individual plastic ice cream wrappers can’t be recycled or composted. 

Find out what the supermarkets are doing about plastic. 

How we tested

The ice creams were assessed by a large panel of consumers who regularly buy and eat chocolate-covered ice creams.

The make-up of the panel broadly represents the demographic profile of adults in the UK. 

Each ice cream was assessed by 64 people.

The panellists rated the taste, texture, aroma and appearance of each product, and told us what they liked and disliked about each one. 

The taste test was blind, so the panellists didn’t know which brand they were trying. The order in which they sampled the ice creams was fully rotated to avoid any bias. 

Each panellist had a private booth, so they couldn’t discuss what they were tasting or be influenced by others.

The overall score is based on:

• 50% flavour
• 20% appearance
• 20% texture
• 10% aroma

These weightings are based on consumer rankings of the importance of different ice cream attributes.