The soon-to-be independent Magnum Ice Cream Company is preparing to enter what executives are calling a “new frontier” as it separates from Unilever on November 10, becoming the world’s largest company dedicated solely to ice cream and frozen novelties.
The newly formed company — home to household names like Ben & Jerry’s, Klondike, Talenti, Breyers, Popsicle, Yasso, and its flagship Magnum — reported $9.3 billion in revenue last year. The U.S. will remain its largest market as it positions itself for growth in a category that has become increasingly competitive and diverse.
“It’s probably the most competitive I’ve seen this category in the past five years,” said Lisa Vortsman, U.S. Chief Marketing and Innovation Officer for The Magnum Ice Cream Company. “We have the knowledge and expertise to take indulgence to a new level and push ourselves to be more competitive.”
Once part of Unilever’s broader portfolio, which includes brands like Dove, Axe, and Hellmann’s, Magnum’s spinoff will allow it to focus entirely on innovation, distribution, and supply chain excellence without the need to align with non-food categories. Executives believe the sharper focus will help the company accelerate growth and innovation across its premium and better-for-you segments.
The frozen dessert market — valued at over $19 billion in the U.S., according to Mintel — has seen a wave of new entrants, from confectionery giants to health-focused startups. Traditional indulgent ice creams are now competing with high-protein, low-sugar, and probiotic-rich options catering to evolving consumer tastes.
Magnum’s portfolio reflects this diversity. While Popsicle appeals to children and Breyers CarbSmart and Yasso cater to health-conscious consumers, Ben & Jerry’s, Talenti, and Magnum remain positioned as premium indulgent offerings.
As a standalone company, Magnum plans to expand its consumption occasions — encouraging consumers to enjoy ice cream beyond traditional dessert moments. “We’re exploring how ice cream can fit into other parts of the day — whether it’s a Yasso bar after a workout or a Talenti Tiramisu in the evening,” Vortsman said.
Unilever’s earlier strategy of focusing on premium ice cream helped boost the category’s contribution to its overall business by 8.3% since 2019. Magnum Ice Cream Company now aims to build on that success while charting its independent path.
“It’s a new frontier,” Vortsman added. “Our focus on one category gives us the freedom to innovate, evolve, and redefine what ice cream can mean in people’s lives.”