Our Brands | The Magnum Ice Cream Company

Power Brand stories

How Magnum’s premiumisation and culture-first strategy are fuelling growth

Magnum is hitting the sweet spot with Gen Z consumers by leveraging social media insights to understand what consumers want. From premium products to pop icons, find out how the Power Brand is tapping into the zeitgeist to win new audiences.

25/07/2025
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Reimagining an icon: behind Cornetto’s ‘Unwrap It’ campaign

Different markets have different taste preferences, but the joy of unwrapping a Cornetto ice cream is universal. Cornetto has made this ritual the star of its summer campaigns globally, to celebrate a product experience that unites everyone.

18/07/2025
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Wall’s launches limited-edition Minecraft ice cream to target gamers

Wall’s has partnered with Minecraft to launch an ice cream inspired by the game. It aims to tap into a growing fan base thanks to A Minecraft Movie and provide fun and flavour to 80% of gamers who eat while they play.

10/07/2025
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What’s It Like Being A Ben & Jerry’s Flavour Guru? A Q&A With Sarah Fidler

We asked Ben & Jerry's Flavour Guru Sarah Fidler what it’s like to have the world’s sweetest job, and she dug right in.

12/06/2025
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