South Africa, Aug. 1 -- Strategic move

Around 79% of the world's online population now play online games in some form. Of this group - which includes more than three million people worldwide - 80% regularly consume food and drinks while gaming.

This launch is a strategic move to bring cultural relevance and even more joy and flavour to the freezer aisle. An approach that is being seen across brands in The Magnum Ice Cream Company, the name of the Unilever Ice Cream division due to separate from the business by the end of this year.

Being 'on trend' is a major driver for Gen Z consumers, and the new product was developed in response to Minecraft's surging cultural relevance.

Already the bestselling game in history, Minecraft received a...