The toys have become such a phenomenon that food brands that passed on the licensing request initially have since approached Zuru asking that their products be included in future editions of the toy. Zuru’s twist on the food miniatures idea was to make exact replicas of the supermarket brands, down to the nutritional information and the bar codes. Read on to find out which supermarket ice creams are worth trying, and how to save on Magnum ice creams. The toy took off as the world suddenly found itself nostalgic for grocery shopping, as the pandemic shifted a lot of supermarket trips to online.

Zuru's miniature grocery store items have gone viral on Tik Tok, with videos featuring the toys ... [+] viewed more than 1.6 billion times. Zuru Sizes differ slightly between brands, typically from 100ml to 120ml, which also affects how high in calories, fat and sugar they are.

Each panellist had a private booth so they couldn’t discuss what they were tasting or be influenced by others. Although none could match our Best Buys, they're still worth a try if you’re after a cheaper alternative and don't have a Lidl nearby. Mini Brands turned out to "have this incredibly emotive connection with people," said Zuru CEO Anna ... [+] Mowbray. Zuru Iceland Belgian Milk Chocolate Majestics – 73%. As one of the cheapest on test, Iceland's Majestics are a good budget alternative. However, the texture wasn't creamy enough for half our panel, and the paler colour of the chocolate didn't appeal to everyone. 38p per ice cream. Available from Iceland .

The outer cardboard boxes can go in your household recycling bin. Individual plastic wrappers are usually recyclable with bags at larger supermarkets. Magnum ice creams make for a tasty treat on a hot sunny day, but if you're looking to spend less we've found the best supermarket own-brand alternative.They made the play on Tik Tok early, where others sat out and watched. and it gave them an opportunity,” Silver said. Mini Brands “was the dominant toy brand on Tik Tok because nobody else was playing.” And like the supermarket products it shrinks down, Zuru’s ongoing success with Mini Brands will depend on whether it can keep things from getting stale, Silver said. There had been plenty of earlier examples of toy companies using supermarket products in kid’s playthings, said James Zahn, deputy editor of the Toy Book, and senior editor of the Pop Insider. We know the brand’s on fire, but we don’t want to just saturate the market,” she said. “We need to make sure we manage that very fine line around scarcity,” by placing special editions like the Gold Rush in select retailers for very limited time periods, she said. Our taste test shows that Magnum is a safe bet if you're after a satisfying summer treat. But Lidl's cheap ice creams came a close second, with both rated a cut above the rest for flavour. Best Buy: Magnum Classic Ice Cream – 79%

Live well for less – sign up to our free food and health newsletter for monthly insights and advice, plus the latest taste testsDespite being less than half the price of Magnums, our tasters thought they were on par with the big brand overall, and they were the best-rated supermarket option for both flavour and creaminess. But any chocolate ice cream is unlikely to be a low-sugar option. All of the ice creams we tested get a red traffic light rating for sugar, apart from Co-op and Tesco, which contain slightly less.

Micro play is both a play pattern for kids and a collectible for adults,” Zahn said. “It taps into that same mentality like when dollhouses were so popular. People would craft these intricate miniatures that would fit into those worlds.” Sa insbury's Indulgence Milk Chocolate Ice Cream – 71%. Most enjoyed the creaminess of these lollies, but just over half found the coating too thin. 57p per ice cream. Available from Sainsbury's . Toy industry experts Silver and Zahn both expect the Mini Brands popularity to continue through this year and beyond. The panellists rated the taste, texture, aroma and appearance of each product and told us what they liked and disliked about each one.The make-up of the panel broadly represents the demographic profile of adults in the UK, and included people who regularly buy and eat chocolate-covered ice creams. Superior texture set it apart from the rest of the supermarket offerings, and 85% rated the creaminess spot on. Zuru’s strategy, Mowbray said, will be to continue to offer limited editions, and to maintain the right balance of product availability and scarcity that drives collectors to collect. All of the ice creams we tested are also classed as high in saturated fat. Asda's has the least saturated fat and calories per ice cream. Unilever in a statement to CNBC in 2019 said it liked the idea because “Partnering with a toy brand allows consumer brands to access the household shopper through the most influential channel of all – their children.”