Magnum launches glow-lolly and AI fridges
Magnum, the world’s largest listed ice-cream maker, unveiled a glow-in-the-dark lollipop in Ibiza and rolled out AI-powered, 40% more efficient fridges in 2024. The company’s 3 million-unit fridge network now uses cameras and depth-recognition to optimise restocking, while new products like the protein-rich David Protein bars hit the market at $39.99 (£30) for a 12-pack.
Magnum, the world’s biggest publicly listed ice-cream company, announced two new innovations in 2024: a glow-in-the-dark lollipop launched in Ibiza and a network of AI-powered fridges that are 40 % more efficient than those used in 2010.
Glow-Lolly Hits Ibiza
The glow-lolly, a pale-yellow ice-lolly that emits light from vitamin B2, was first sold in Ibiza’s club scene. Its natural luminescence makes it visible under UV club lights, targeting clubbers and festival-goers. While the product may seem gimmicky, the company stresses that innovation is essential to stay ahead of rivals such as Häagen-Dazs owner Froneri and Baskin-Robbins.
AI-Powered Fridges Cut Costs
Magnum owns 3 million fridges worldwide, built by a third-party contractor. Some are fitted with cameras that upload images to data centres. AI analyses each product, uses depth-recognition to estimate sales, and signals when a fridge needs restocking. This reduces empty space and improves supply targeting.
The fridges themselves are now 40 % more energy-efficient than the models used in 2010, according to chief research, design & innovation officer Zbigniew Lewicki. “If you look at the freezers we had in 2010, the ones we have now are 40 % more efficient,” he said.
| Year | Efficiency |
|---|---|
| 2010 | 100 % |
| 2024 | 140 % |
The company’s market capitalisation is around £8 bn, giving it the resources to invest in such technology.
Asian Inspiration Drives New Flavours
Lewicki notes that much of the inspiration for new products comes from Asia, where innovation is intense and markets are expanding. One example is Volcanics, launched in the UK and Europe, which features a chocolate shell with biscuit pieces, chocolate and vanilla ice-cream layers, and a caramel lava centre.
Shanghai-based researcher Neil Yan of MMR agrees that China has become a centre of ice-cream innovation. “In China, ice cream is no longer a niche story. It’s not just for Instagram. It’s a new centre of gravity, representing a part of Chinese people’s lifestyle,” she said.
Yan added that the market is now an era of experimentation, with flavours such as ham, pickled garlic, tahini, stinky tofu and liquor appearing. “Just below my office is a shop whose speciality is vodka, foie gras and apple in one scoop,” she joked.
Protein-Rich Ice Cream Gains Ground
Market-intelligence firm Mintel’s Honorata Jarocka notes that products with added health angles are gaining popularity. Protein-packed ice cream, for example, has become a niche for those seeking satiety, especially amid the GLP-1 weight-loss drug movement.
David Protein, a U.S. company, sells 12-pack bars with 20 g of protein each for $39.99 (£30). The price is more than double that of Magnum’s Yasso frozen-yoghurt bars, yet the product has been a hit because consumers are willing to pay for high-quality, smaller portions with extra benefits.
Back in Bedford, Magnum researchers are fine-tuning the texture of their core product with the help of a robot named Eric, which collects data on ice cream 24 hours a day to achieve the perfect chocolate viscosity.
For more on market trends, see our stats and standings pages. The company’s continued investment in technology and flavour innovation positions it to navigate the unpredictable market shaped by price volatility from the war in Ukraine, Covid, the cost-of-living crisis and the Strait of Hormuz.
