Our Core Beliefs
• Letting Kids Be Kids
Our mission is simply to let kids be kids; helping them grow up in the naturally uninhibited way that all kids should. We want to create moments of fun, taking them far from the pressure and stress that today’s society places on them.
• Thrilling & Exciting Adventures
We think kids have the right to be curious, play, and explore. To do this, we create activities and stories that encourage kids to seek out thrilling adventures, be curious, and discover the world around them.
• Active & Imaginative play
We are dedicated to helping you feed and celebrate your child’s imagination and creativity. We strive to provide a safe and educational world of discovery for your child to play in, both online and offline.
Unilever Sustainable Living Plan
Unilever’s vision is to create a better future in which people can improve their quality of life without increasing their environmental footprint. Our strategy is to increase our social impacts by ensuring that our products meet the needs of people everywhere for balanced nutrition and good hygiene.
We will continually work to improve the taste and nutritional quality of all our products. By 2020 we aim to double the proportion of our portfolio that meets the highest nutritional standards, based on globally recognized dietary guidelines. This will help hundreds of millions of people to achieve a healthier diet.
Unilever’s Marketing to Children principles
As part of the Unilever Sustainable Living Plan, Max follows Unilever’s responsible approach to marketing and advertising, only marketing our products to children between the ages of 6 and 12 if the products meet our strict nutritional criteria.
We have reformulated our Max ice cream to be no more than 110kcals per portion by end 2014 (and to meet strict nutritional criteria for saturated fat and added sugars).
In 2014, we will introduce the “Specially for Kids” logo on Max priceboards to help parents identify products specially formulated for them.
A Brief History of Max
Max began in Australia in 1953. We make ice cream products for kids because we believe that the joy of eating ice cream is something that all kids should experience. The Max Lion is the brand’s mascot, and since 2009, we have brought joy and entertainment to kids by delivering fun content as well as new and innovative ice cream products.
We want to continue bringing joy to kids by extending the Max world online, where the entertainment possibilities are endless: new activities, narratives, and interactivity to stimulate young minds.
As we look towards the future, we also want to help kids live healthier lives. Kids today are less active than they used to be, so we are creating experiences that require both outdoor and physical activity. Stay tuned for more soon!