US Markets
Home›US Markets›Sectors›Magnum’s ice-cream brands face pressure as sales fall…
Magnum’s ice-cream brands face pressure as sales fall in 2025
Guardian Business says Magnum reported falling ice-cream sales in the last quarter of 2025, even as the global ice-cream market is valued at £85bn and Magnum holds a 20% share.
As fitness-conscious consumers increasingly shun processed foods and seek “wellness” alternatives, the ice-cream industry is trying to reinvent popular treats, including nutrient-focused lollies and protein-rich options, according to the Guardian Business.
The outlet visited Magnum Ice Cream Company’s Gloucester factory, where automated lines produce Viennetta, among other brands, with the plant running at a pace of about 200 cakes every 60 seconds.
Magnum owns brands including Viennetta, Ben and Jerry’s, Solero, and Twister, and the outlet notes the company reported falling sales in the last quarter of 2025.
With the global ice-cream industry worth £85bn and Magnum controlling 20% of it, the Guardian Business highlights that the stakes for the company are high, including investor skepticism evident in June when Magnum was described as the most shorted large-cap stock in Europe.