Unilever has introduced Magnum’s first-ever bite-sized ice cream, Magnum Bon Bons, tapping into the increasing consumer demand for smaller, more frequent snacks. This move aligns the brand with other major players in the snack industry, such as Ben & Jerry’s and Yasso, who have already embraced the trend towards miniaturized treats.
Recent research underscores the growing appetite for bite-sized snacks, particularly among Gen Z. A study found that 9 out of 10 Gen Z consumers snack at least once daily, highlighting a shift toward snacking throughout the day. In the UK, a third of ice cream consumers have expressed interest in trying bite-sized options. Kantar’s data further reveals that those who purchase both traditional and bite-sized ice cream formats tend to spend 76% more on average, signaling the potential for increased sales in the sector.
The pandemic notably accelerated this snacking trend, especially among younger consumers. Nielsen data indicates that the bite-sized format is driving ice cream sales, while Kantar’s findings suggest that these small portions are helping to elevate the ice cream category’s premium offerings.
Magnum Bon Bons are available in three flavors and will soon hit shelves in multiple European markets, including Portugal, Germany, Switzerland, France, and the UK, as well as Australia and Spain. This launch adds to Unilever’s expanding ice cream snacking portfolio, which includes Ben & Jerry’s “Peaces” pouches and Yasso’s “Poppables.” Yasso’s Poppables, which offer 35 calories per portion, have contributed to both dollar and unit sales growth, accounting for about a quarter of the brand’s overall expansion.
Ben & Jerry’s has also joined the bite-sized ice cream movement, recently launching a new Salted Caramel Brownie flavor within its Peaces range. The shift toward smaller, shareable ice cream formats is contributing to the de-seasonalization of the category, allowing ice cream to be positioned as a year-round snack.
Rosie Festus, Global Brand Manager for Magnum, commented on the trend: “We’re building the micro-bite ice cream category by tapping into how this change in behavior has created new consumption occasions. Gen Z is highly conscious about portion sizes, the emotional experience, and how snacks make them feel.”
As the demand for bite-sized treats grows, Unilever is positioning itself to meet evolving consumer preferences, further expanding its foothold in the dynamic snacking market.
