Magnum Ice Cream Company, which owns brands including Viennetta, Ben & Jerry’s, Solero, and Twister, is preparing to launch a new range of protein- and vitamin-enriched lollies and tubs in the UK. This development comes as the global ice cream industry faces challenges from the rising popularity of weight-loss drugs and a growing consumer focus on wellness and protein intake.
The company reported a decline in sales during the last quarter of 2025. Markets analyst David Hayes from Jefferies investment bank noted that Magnum's stock price remains volatile due to investor concerns that future ice cream consumption may decrease. In the US, where a significant portion of the population is taking GLP-1 weight-loss drugs, ice cream sales have fallen over the past year, according to NielsenIQ. The British ice cream industry is anticipated to experience similar trends, with 1.6 million UK adults having used weight loss drugs between 2024 and 2025, a number predicted to rise following the recent release of a cheaper weight-loss pill in the UK.
Beyond weight-loss drugs, a broader wellness culture has led to increased demand for protein and fibre. Zbigniew Lewicki, Magnum’s chief research, design and innovation officer, highlighted a new consumer emphasis on "health and diet shifts compounded by transparency," with many, particularly younger generations, scrutinising product labels. Magnum's innovation hub in Colworth, Bedfordshire, has been working on these new nutrient-rich ice creams, including a product called Hydro:Ice, which contains vitamins and minerals such as C, magnesium, and B2.