"Magnum Tubs offer a new, multisensory way to enjoy Magnum Ice Cream that is unlike anything available in the category today," said Unilever (Magnum's parent company) in a January press release. "The sides of the Magnum Tub are encased in a shell of chocolate, which preserves the iconic chocolate crack that ice cream lovers hear upon biting into a Magnum Ice Cream bar." Translation: You experience the excitement of squeezing the container to crack the chocolate casing before digging in.