Have you heard? Unilever is no longer selling ice cream. As of today, a new independent giant – The Magnum Ice Cream Company (TMICC) – is taking over Unilever’s entire ice cream portfolio under a fresh name.
It’s a pivotal moment for dairy. But not just dairy – ice cream straddles snacks and confectionery too. It’s hard to pigeonhole, and as a new “agile” and “focused” company, TMICC is likely to move fluidly between all three categories.
Now that the demerger is complete, all eyes are on what’s next. TMICC has been dropping hints (or “Easter eggs” as the kids say), and we’ve been decoding them to predict the future of this powerhouse portfolio – home to household names like Magnum, Cornetto, Ben & Jerry’s, and Wall’s.
Here are our predictions for what’s ahead for the world’s largest ice cream company.
Functional ingredients for hydration, and much more besides
It’s hardly outlandish to suggest a food company is turning to functional ingredients. It’s estimated the global functional food and beverage market is currently worth €317bn, and is expected to more than double by 2032. All major food brands are leaning into functionality, and TMICC is no exception. While some are merely dipping the toe into the trend, we predict it will be a central pillar of TMICC’s innovation strategy. For TMICC, this looks far more than a passing fad.
Where’s the hint?
TMICC signalled this direction when, still under Unilever’s governance, it launched its first brand. It made waves for three reasons: it’s not an ice cream but an ice pop; it glows in the dark; and it embodies a new trend in functionality – “adult functional refreshment”. Yes, the first new product sold under TMICC epitomises functionality, containing vitamin C, B2, and the electrolyte magnesium.
Predictions for future innovation
Consumers want more than sustenance – they want ingredients that do more. We expect TMICC to lean further into functionality to meet emerging need states. Why not an ice pop with magnesium or DHA for cognitive health? Or ice creams that support development among target age groups, tapping into the “healthy longevity” trend? For TMICC, “adult functional refreshment” is just the beginning.
High protein, but make it dairy
A quick glance down any supermarket aisle reveals one major trend: high protein. Demand for this macronutrient has soared, touching almost every category from cereal to crisps and even soft drinks. Analysts expect the high-protein product market to grow by billions in the coming years. In ice cream – which already contains protein – manufacturers are boosting content while working to maintain a smooth texture. It’s not always easy, but TMICC has succeeded with at least two brands, and we suspect it will build on that expertise.
Where’s the hint?
TMICC already sells a high-protein ice cream under its Breyers brand, coined “CarbSmart”, and acquired Yasso in 2023 – a protein-rich frozen Greek yoghurt brand.
Predictions for future innovation
Expect more high-protein launches, whether in the form of high-protein, bite-sized Magnum Bon Bons, or protein-enriched Ben & Jerry’s (with a witty name like “Whey Too Good” or “Ripped Ripple”). What we don’t expect is investment in high-protein plant-based ice cream. In fact, whether high protein or not, we predict innovation will move away from vegan Magnum and plant-based Ben & Jerry’s, following wider industry trends. The future of ice cream is dairy – and if protein is added, it will be in the form of whey.
The ‘snackification’ of everything - including ice cream
Ice creams were once desserts. But these days, everything is a snack. Why? Firstly, rebranding treats as snacks grants a health halo effect across confectionery. Secondly, gone are the days of three square meals (although rumour has it France still abides), meaning there’s consumer demand for snacks. And thirdly, eating snacks is just so, well, easy. It’s harder to graze on a regular-sized Magnum compared to a portion-controlled Bon Bon you can pop in your mouth. The “snackification” of TMICC’s portfolio has begun.
Where’s the hint?
Magnum’s bite-sized Bon Bons aren’t the first ice cream “minis”, nor the first in TMICC’s inherited portfolio. Consumers can buy Cornetto Minis or Magnum Mini Sticks, and even Ben & Jerry’s is available in 100ml tubs. What’s different about Bon Bons is that they’re not in a punnet or on a stick. You eat them by simply popping one in your mouth – much more snack than dessert. That’s the true sign of “snackification”.
Predictions for future innovation
The “snackification” trend knows no bounds. But the distinction between “snack” and “mini” matters: a snack isn’t served in a cup, cone or on a stick – those vessels belong to dessert. A snack, on the other hand, is popped in the mouth almost without thinking – like a crisp. There is nothing in TMICC’s portfolio that can’t be “snackified”. Think frozen Greek yoghurt bites under Yasso, or indulgent Cornetto bars – crispy wafer filling and all.
The future of ice cream?
TMICC won’t be making innovation decisions lightly. It may be the biggest player in its category, with four of the five best-selling brands in its portfolio, but it cannot afford to rest on its laurels. Now that it’s officially independent, TMICC will need to work hard to maintain its lead and deliver the 5–10% medium-term growth it’s targeting.
As the category leader, TMICC’s next moves will shape the future of ice cream – and potentially influence other sectors too. Any new launches blurring the lines between indulgence, functionality and snacking could ripple across snacks and confectionery. One thing is clear: for TMICC, ice cream is no longer confined to desserts. The question is, how far will it take this transformation?
