Unilever’s new bite-sized ice creams tap into growing snacking trend

Micro-formats are gaining popularity, especially among Gen Z. Their taste for fun formats and new flavours has seen tapas-style dishes, shareable plates and flexible portion sizes emerge as food trends in the retail and restaurant space.

And the ice cream category is no exception, with one-third of ice cream consumers in the UK interested in trying bite-sized portions.^[a]

To capitalise on this, Magnum has launched its first-ever bite-sized product. Designed to offer the unmissable taste of a full-sized Magnum ice cream, the new range of Magnum Bon Bons comes in 12-piece tubs that are both shareable and snackable.

The Bon Bons are available in three of the brand’s most successful flavours – White Chocolate & Cookies, Gold Caramel Billionaire, and Salted Caramel & Almond – and will be available in-store and online in Portugal, Germany, Switzerland, Australia, France, UK, Ireland and Spain and other European markets soon.

Indulgence delivered in a bite

Consumers, particularly Gen Z, are increasingly choosing to have smaller, more frequent meals throughout the day, and opting for taste over quantity when it comes to treats.

“We’re building the micro-bite ice cream category by tapping into how this change in behaviour has created new consumption occasions,” Rosie Festus, Global Brand Manager, Magnum explains.

Snacking significantly increased during the pandemic, with many of us turning to comfort foods. And the habit hasn’t gone away, especially among younger consumers. In fact, it continues to gain momentum.

“Gen Z are switched on when it comes to snacking,” Rosie adds. “They’re paying attention to portion size, how it makes them feel and what the experience is like.”

Nine out of ten Gen Zs admit to eating at least one snack a day, with over a third preferring snacks to meals when working from home. And while potato chips (crisps) are the top choice for 52% of American snackers, ice cream is the go-to for 21%.

From studying recent bite-size launches, Nielsen data shows that the bite-sized format drives ice cream sales.

What’s more, Kantar data shows that bites are helping to premiumise the ice cream category. Its research shows that bites are often purchased in addition to other ice cream formats. And those consumers who buy bites alongside traditional ice cream products spend 76% more on average.

An expanding micro-format portfolio with huge growth potential

The Magnum Bon Bon range joins Unilever’s growing ice cream snacking portfolio. This includes Ben & Jerry’s ‘Peaces’ pouches and ‘Poppables’ from our US Greek yoghurt brand, Yasso.

Yasso is already a market leader in frozen novelties in the US, and Poppables, which are 35 calories per portion, are proving to be in high demand. In the past year, they’ve seen increasing dollar and unit sales, and now account for roughly a quarter of the brand’s growth.

Ben & Jerry’s has also expanded its bite-sized ice cream offering, introducing a new Salted Caramel Brownie flavour to its Peaces range. The new flavour will sit alongside its Cookie Dough Peaces. Both flavours come in a resealable ziplock bag, making them the perfect snack for sharing, anywhere, anytime.

Ice cream anytime, anywhere 

As consumers move from evening snacks to enjoying small portions throughout the day, formats and delivery options are evolving accordingly.

By offering our bestselling ice cream brands in smaller, shareable formats in-store or via on-demand grocery services, we’re not only increasing the occasions where people can bring and enjoy frozen desserts but also helping deseasonalise ice cream so it can be seen as a snack option all year round.