Protein or pickled garlic? What's new in ice cream

In the R&D center of Magnum, the world's largest publicly listed ice cream maker, researchers are constantly working on new recipes and production processes. A new product catching attention is a glow-in-the-dark ice lolly, launched in Ibiza for clubbers and festival-goers. The lolly contains vitamin B2, which naturally glows under UV lights.

Competition in the ice cream industry is fierce, with giants like Häagen-Dazs and Baskin-Robbins vying for market share, as well as smaller artisan makers. The market is highly unpredictable, with recent volatility due to conflicts in Ukraine, the COVID-19 pandemic, and rising energy prices, affecting the cost of ingredients and energy storage.

Magnum, a subsidiary of Unilever, has been investing in innovation to combat these issues. They own three million fridges, which have been equipped with cameras to monitor sales and determine restocking needs. These fridges have also been made more energy-efficient, with 2010 models using 40% less energy than current models.

Despite these advancements, the ice cream industry faces challenges in absorbing market shocks. However, researchers are turning to Asia for inspiration, with Japan, Korea, and China leading the way in innovation. In China, ice cream is no longer a niche product but a part of daily life, influencing the market's direction.

New flavors are also becoming more experimental, with options like ham, pickled garlic, tahini, and stinky tofu making their way onto shelves. These unique flavors cater to consumers seeking novelty and higher-quality, smaller portions. One such example is protein-infused ice cream, which has gained popularity due to its health benefits and ability to fill consumers up more effectively.