Magnum Develops 10 High-Protein Ice Cream Prototypes as GLP-1 Drugs Reshape £85 Billion Market
Updated
Updated · The Guardian · Aug 22
Magnum Develops 10 High-Protein Ice Cream Prototypes as GLP-1 Drugs Reshape £85 Billion Market
1 articles · Updated · The Guardian · Aug 22
Summary
Magnum is preparing protein- and vitamin-enriched lollies and tubs for the UK, including Yasso bars with 4g of protein and at least 10 high-protein prototypes aimed at more health-conscious consumers.
The push comes as GLP-1 weight-loss drugs and wellness trends pressure demand: one in eight Americans now take GLP-1s, UK use reached 1.6 million adults in 2024-25, and Magnum was Europe’s most shorted large-cap stock in June.
Magnum, which controls about 20% of the £85 billion global ice-cream market, said recent sales rose on record temperatures after a weaker late 2025, but investors still question how traditional ice cream will fare as appetites shrink.
Critics including Chris van Tulleken and Barry Smith say fortified or lower-sugar ice creams can still be ultra-processed, relying on additives and sweeteners that may make unhealthy products appear healthier.
The company’s strategy reflects a broader food-industry shift toward “functional” treats for consumers who read labels and treat food as medicine, even as independent parlours argue indulgence still drives occasional ice-cream purchases.