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26 October 2021

Magnum vs supermarket own-label ice creams

Magnum might be the brand you typically reach for at the supermarket – but do cheaper own-label chocolate-covered ice creams taste better?
Rebecca Marcus
Chocolate covered ice cream

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.

To get instant access, join Which?

Prices correct as of July 2021.

Aldi Gianni's Milk Chocolate Ice Creams

99p for four (25p per ice cream)

Aldi Gianni's Milk Chocolate Ice Creams

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

Log in now or join Which? to unlock our test results.

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

Asda Heavenly Moments Milk Chocolate Classic

£1.10 for three (37p per ice cream)

Asda Heavenly Moments 3 Milk Chocolate Classic

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

Log in now or join Which? to unlock our test results.

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

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

Log in now or join Which? to unlock our test results.

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 Milk Chocolate Sticks

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

Log in now or join Which? to unlock our test results.

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

Iceland Majestics Belgian Milk Chocolate

£1 for for (25p per ice cream)

Iceland Majestics 4 Belgian Milk Chocolate

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

Log in now or join Which? to unlock our test results.

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)

Lidl Gelatelli Classic Chocolate Covered Vanilla

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?

Log in now or join Which? to unlock our test results.

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 3 Milk Chocolate & Vanilla Ice Creams

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 Classic ice creams

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?

Log in now or join Which? to unlock our test results.

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 Milk Chocolate Amour Lollies

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

Log in now or join Which? to unlock our test results.

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 Milk Chocolate  Indulgence Ice Cream

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

Log in now or join Which? to unlock our test results.

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

Tesco Milk Chocolate Ice Cream

£1 for three (33p per ice cream)

Tesco Milk Chocolate 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. 

Log in now or join Which? to unlock our test results.

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 3 Smooth & Velvety Milk Chocolate Ice Creams

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

Log in now or join Which? to unlock our test results.

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.

Ice creamNumber of calories per ice cream
M&S Milk Chocolate & Vanilla Ice Creams (90ml)192
Asda Heavenly Moments Milk Chocolate Classic (110ml)199
Aldi Gianni's Milk Chocolate Ice Creams (110ml)200
Co-op Milk Chocolate Sticks (100ml)212
Sainsbury's Milk Chocolate Indulgence Ice Cream (110ml)219
Morrisons Milk Chocolate Amour Lollies (120ml)238
Magnum Classic (110ml)239


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

Are wooden ice cream sticks recyclable?

Wooden ice cream sticks

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

Person eating chocolate covered ice cream

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.