Magnum confronts falling sales as wellness trends and weight-loss drugs reshape ice-cream market

Magnum Ice Cream Company reported a sales slowdown in the final quarter of 2025, a pattern linked to the expanding use of GLP-1 weight-loss drugs and a broader shift toward protein-rich, low-sugar foods. Investors have heavily shorted the stock, and although a recent weather-driven sales bump lifted quarterly revenue, share prices stay volatile. To counter the trend, Magnum’s chief research officer Zbigniew Lewicki unveiled “functional” ice-cream lines—including vitamin-packed Hydro:Ice and protein-focused Bonbons—aimed at consumers who scrutinise ingredient labels.

Nutritionists Chris van Tulleken and Barry Smith caution that such fortified formulas often rely on additives and artificial sweeteners, offering limited genuine health benefits. Meanwhile, heritage shops such as Morelli’s Gelato in Broadstairs continue to serve classic, minimally processed ice-cream, suggesting that the core appeal of the treat as a source of indulgence endures despite market pressures.