Unilever is capitalizing on the growing global trend of snacking by launching bite-sized ice creams through its popular Magnum brand. With consumers increasingly opting for smaller, more frequent meals throughout the day, Magnum has introduced its first-ever bite-sized product line, the Magnum Bon Bons, joining other popular micro-format offerings from brands like Ben & Jerry’s and Yasso.
The new Magnum Bon Bons come in 12-piece tubs, designed for easy sharing and snacking. They are available in three of Magnum’s most successful flavours: white chocolate & cookies, gold caramel billionaire, and salted caramel & lmond. The product is being rolled out across multiple markets, including Portugal, Germany, Switzerland, Australia, France, the UK, Ireland, Spain, and more European regions in the coming months.
Rising Demand for Bite-Sized Indulgence
The launch of Magnum Bon Bons reflects the increasing consumer preference for flexible, bite-sized treats, particularly among Gen Z. Research shows that 9 out of 10 Gen Z consumers snack at least once a day, with many favouring smaller portions of their favourite indulgent foods. In the UK, one-third of ice cream consumers have expressed interest in trying bite-sized portions, which is why Unilever is keen to position itself in this evolving market.
Rosie Festus, Global Brand Manager for Magnum, emphasized the growing popularity of micro-bites in the food and beverage sector, stating, “We’re building the micro-bite ice cream category by tapping into how changes in consumer behaviour have created new consumption occasions.” With snacking increasing significantly during the pandemic and continuing to gain momentum, particularly among younger demographics, Unilever’s innovation in smaller portion sizes meets this shift in consumer habits.
Boosting Sales through Micro-Formats
Unilever’s push into bite-sized ice creams comes with significant growth potential. Studies from Kantar and Nielsen reveal that the bite-sized format is driving ice cream sales and premiumizing the category. Consumers who purchase these smaller treats alongside traditional formats spend an average of 76% more on ice cream, underscoring the financial upside of offering both options.
In addition to Magnum Bon Bons, Unilever has expanded its snacking portfolio through other popular brands. Ben & Jerry’s introduced a new salted caramel brownie flavour to its bite-sized ‘Peaces’ range, while Yasso, a US-based Greek yoghurt brand, continues to see success with its 35-calorie ‘Poppables’. Yasso’s bite-sized offerings now account for roughly a quarter of the brand’s growth.
Changing the Ice Cream Game
As snacking habits evolve, consumers are moving from traditional evening treats to enjoying bite-sized portions throughout the day. Unilever aims to make ice cream a year-round snack option by offering smaller, shareable formats both in stores and through on-demand grocery services. This strategy not only meets the demand for convenience but also helps deseasonalize ice cream, making it a go-to treat any time of the day, all year.
With the growing popularity of bite-sized ice creams, Unilever is well-positioned to lead the category, offering indulgence in convenient, shareable formats that cater to the modern snacking lifestyle.