WALL’S RESPONSIBLY MADE FOR KIDS COMMITMENT

At Wall's we are dedicated to spreading happiness amongst kids, parents and caregivers through exciting, tasty and responsibly made ice cream treats. As the first global ice cream brand to take such an initiative, our promise makes a clear commitment for our ice creams to be responsibly communicated, sold and developed.

It is our mission to offer permissible treats and empower parents and caregivers to make better choices that also bring happiness, joy and excitement to kids. We have taken great care in the design of our "Responsibly made for Kids" product range.

RESPONSIBLY COMMUNICATED

In the UK, we never actively target under 18s
In the UK, we do not use licensed characters in any point of sale communications, including on pack
In the UK, we only allow gifts, toys and premiums for kids >6 when they have an educational or health purpose and are in combination with products bearing our Responsibly Made for Kids logo
In the UK, for all TV advertising, we strictly abide by the CAP/BCAP codes. We always err on the side of caution regarding programme indices
In the UK, we voluntarily restrict our out-of-home advertising for HFSS products to 200m distance from any school boundary

RESPONSIBLY SOLD

Our ice creams are especially designed to excite and reward.

Our responsibly made for kids logo will appear on all range boards and packs to help parents and caregivers to find our products.

RESPONSIBLY DEVELOPED

Our delicious ice creams are responsibly developed for kids and we will continue to bring excitement with new shapes and flavours.

Every kids' ice cream will adhere to our The Magnum Ice Cream Company nutritional commitments for which we have translated the WHO guidance into a Kids ice-cream portion.

This means maximum of: