Magnum vs. Dove vs. Häagen-Dazs vs. Klondike
Ice cream bars: they’re a freezer staple and a summer essential. They’re also a perfectly valid reason to take a mid-afternoon break. We put four of the biggest names to the test: Magnum, Dove, Häagen-Dazs, and Klondike. Our team rated each one on taste and packaging (1 = best, 4 = worst) and shared their honest thoughts along the way. Here’s what went down.
THE LINEUP
Four chocolate-dipped ice cream bars. Same basic concept, very different results. All were tested blind by members of the IN Food team.
#1 Taste, #2 Packaging: Dove
Dove ran away with the taste vote. Nearly every tester put it at or near the top, describing it as “best tasting,” “creamy,” and praising its “classic taste and texture.” The thick chocolate coating got multiple shout-outs. One tester pointed out it’s also the priciest of the bunch at around $9, but the consensus was they’re worth it. The chocolate was described as smooth, sweet, rich, with just perfect crunch as you bite in.
Packaging landed solidly in second place. The blue color pop was deemed eye-catching, the chocolate dip visual was called out as a plus, and it was considered “identifiable” as Dove brand on the shelf. Not as premium-looking as Magnum, but not trying to be.
#2 Taste, #1 Packaging: Magnum
Magnum dominated the packaging category. Testers loved the rounded box shape, the bold gold color, and the overall premium look. “Fanciest package,” “most elevated,” and “best chocolate” on the packaging front were common refrains.
Taste was more polarizing. Some loved the ice cream’s extra creamy texture, but some found it bland or almost non-dairy tasting. The darker, thinner chocolate coating got points, but for some testers, the ice cream itself didn’t live up to the packaging promise.
#3 Taste, #4 Packaging: Klondike
Klondike is a classic, and it tasted like one. That’s not entirely a compliment. “Very melty,” “least favorite,” and “chocolate has an odd aftertaste” were the recurring notes. It also took home the title of fastest melting, which, in a side-by-side tasting, is a real disadvantage. The ice cream was described as artificial-tasting by multiple testers.
On packaging, Klondike landed last. “Classic feel” and “basic” were the most generous descriptors. One tester noted the bars were “most broken when cut,” which didn’t help its case.
#4 Taste, #3 Packaging: Häagen-Dazs
Häagen-Dazs had a rough day. Taste scores put it at the bottom of the group, with testers calling the chocolate “artificial,” “weird flavored,” and even “waxy”. One tester wrote “blah ice cream and chocolate” and another simply noted they “didn’t even finish” it. Ouch. For a brand with a premium reputation, this was a surprising result.
Packaging fared a little better, landing in third. The pattern on the wrapper got some credit for showing “crunch,” but it was also called “a bit busy” and rated “worst” by at least one tester. At $9.50, it was the most expensive bar in the test, which made the taste result sting a little more.
THE BOTTOM LINE
Dove wins on taste. Magnum wins on packaging. And there’s a real lesson in that gap: a beautiful box can only do so much. Dove proved that a great eating experience is still the ultimate differentiator, even if the packaging is just pretty good. Magnum has the look of a premium brand, but the taste needs to catch up with the promise.
Klondike and Häagen-Dazs both have brand equity to spare. But in a blind taste test, heritage only gets you so far.
Winner’s circle: Dove for the freezer. Magnum for the shelf.
