I used to work for a company that did some Aldi private label. We sold our brand for $10-$12 in major grocery stores. We produced a higher quality product under Aldi's brand that sold for $5. It was higher quality because they required a higher percentage of protein. Even the packaging was higher quality because they had stricter rules about plastic and paper, we had to source (and pay more for) certified materials. Again the Aldi version was priced at least 50% less than our branded product. Guaranteed whoever makes Magnum is also making the Aldi brand, the packaging is FSC and APR certified, and some of the ingredients are higher quality that what Magnum uses in their branded product.