The Magnum Ice Cream Company partners with NotCo AI to accelerate innovation in the United States
As the world's largest ice cream company with a 160-year legacy as a category leader, The Magnum Ice Cream Company (TMICC) faces a unique challenge: how to continue shaping when and how ice cream is consumed in an era of rapidly evolving consumer preferences.
With an unrivalled portfolio including global brands like Magnum, Ben & Jerry's, Wall's, and Cornetto across 80 countries, TMICC needed to accelerate demand-driven innovation developing new product formats and nutritional profiles that meet changing consumer needs while maintaining category leadership. Complex formulation challenges required solutions that are both faster and more precise, with consumer needs remaining at the heart of every decision.
Building competitive advantage: unlocking a decade of NotCo’s proprietary AI experience and data for the future of ice cream
TMICC is piloting NotCo AI's Giuseppe AI platform to transform its innovation approach in the United States. By combining TMICC's consumer-centric approach and deep category expertise with NotCo's advanced AI capabilities, the partnership enables AI-guided innovation and product design.
GiuseppeAI—trained on a decade of proprietary food and consumable data—will help TMICC solve complex, high-value formulation and product development challenges in record time, driving growth through rapid innovation cycles while exploring new frontiers in taste, texture, and nutrition.
'At The Magnum Ice Cream Company, we believe AI will be a catalyst for unlockingthe next generation of food innovation. Partnering with NotCo allows us toexplore how advanced AI tools can help us solve complex formulation challengesfaster and more precisely, while keeping consumer needs at the heart ofeverything we do.
We believe that the real magic happens when AI, robotics, and human expertisecome together, each exceptional on its own, but exponentially more powerful incombination.'
- Zbigniew Lewicki, Chief Research, Design and Innovation Officer
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The Magnum Ice Cream Company
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The Magnum Ice Cream Company – as Unilever Ice Cream is now known ahead of the demerger in November 2025 – is the world’s largest ice cream company. With an unrivalled portfolio of brands including global power brands Magnum, Ben & Jerry’s, Wall’s and Cornetto, and with a global fleet of nearly 3 million freezers, their products are available in 80 countries.
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