Magnum, one of the world’s most popular ice cream brands, is taking an innovative step into the future of food. The company, owned by Unilever, has partnered with a Chilean startup called NotCo.

This startup specializes in using artificial intelligence (AI) to help food companies develop new, healthier, and more sustainable products. Magnum’s goal is to make ice cream that tastes great but also has fewer calories, offers smaller portions, and introduces new plant-based options for people who want alternatives to dairy.

This move comes at an important time for Magnum. The company plans to become a separate business from Unilever and is expected to list its shares on the stock market in November 2025.

To appeal to modern customers, Magnum is focusing on creating ice cream that combines indulgence with health and sustainability. Using AI technology to guide this development is part of a broader strategy to meet changing consumer demands.

Why Magnum is Changing Its Products

The food and beverage market has been evolving quickly. People today care more about what they eat. Many consumers want products that taste good but are also healthier. They are looking for options with fewer calories, less sugar, and more natural or plant-based ingredients. Environmental concerns are also influencing choices, as more people are seeking foods that are sustainable and have a lower impact on the planet.

Magnum’s research and innovation leader, Zbigniew Lewicki, explained that customers want to enjoy treats like ice cream, but they also want smaller portions and products that are better for their health. “We know that people want to enjoy ice cream without feeling guilty,”

he said. By using NotCo’s AI technology, Magnum can explore ways to reduce calories, find plant-based substitutes for dairy, and create entirely new ice cream flavors that meet these needs.

How NotCo’s AI Technology Works

NotCo’s AI, nicknamed “Giuseppe,” is a sophisticated system that analyzes ingredients in existing foods and finds plant-based alternatives that replicate the taste, texture, and performance of traditional ingredients. For example, the AI can find plant-based substitutes for milk, eggs, or cream that taste just like the original ingredient in a recipe. This allows companies to produce plant-based foods that appeal to traditional consumers while meeting dietary preferences or restrictions.

Giuseppe works by processing millions of combinations of plant ingredients and predicting which combinations will work best to match the desired taste and texture of a product. It can suggest solutions much faster than a human team of food scientists could. By using AI, companies can reduce trial-and-error testing in the lab, speeding up the process of creating new products and bringing them to market faster.

Magnum is not the first company to use NotCo’s AI. Other international brands, including Kraft Heinz, have used this technology to develop plant-based products such as macaroni and cheese, vegan cheese slices, mayonnaise, and other items. These products allow traditional food companies to respond to the growing consumer demand for plant-based and healthier options.

The Benefits of AI for Food Companies

Using AI technology in food production has several significant advantages.

Faster Product Development: Traditional product development can take months or even years. By using AI, companies like Magnum can quickly identify suitable ingredients and combinations for new recipes. This speeds up research and development, allowing them to launch new products more quickly.

Healthier Options: AI can suggest ways to reduce sugar, fat, and calories in recipes without compromising taste. It can also help replace animal-based ingredients with plant-based ones, making products suitable for vegetarians or vegans.

Sustainability: AI can identify ingredients that have a lower environmental impact. Plant-based substitutes often require fewer natural resources, such as water and land, compared to animal-based ingredients. By integrating sustainability into product development, companies can appeal to environmentally conscious consumers.

Innovation and Creativity: AI can analyze trends, ingredients, and recipes to suggest combinations that humans may not have considered. This allows companies to create unique and exciting products that stand out in the market.

For Magnum, these benefits are essential. Ice cream is an indulgent treat, but modern consumers want indulgence without excessive calories or environmental cost. By applying AI, Magnum can offer ice cream that satisfies taste buds, meets health concerns, and aligns with sustainability goals.

Plant-Based Ice Cream and Market Demand

Plant-based diets are growing in popularity worldwide. More people are reducing or eliminating animal products from their diets due to health, ethical, or environmental reasons. The global market for plant-based foods has been growing rapidly, and ice cream is no exception. Plant-based ice cream options are now widely available, made from ingredients such as almond milk, oat milk, soy milk, and coconut milk.

Magnum’s partnership with NotCo will allow the brand to develop plant-based ice cream that maintains the creamy texture and rich taste consumers expect. This is particularly important because taste is one of the biggest challenges for plant-based products. By using AI to find the perfect balance of ingredients, Magnum can create ice cream that satisfies traditional consumers while attracting new ones who prefer plant-based options.

Health and Portion Control

Modern consumers are also paying more attention to portion sizes. People want to enjoy treats like ice cream without overindulging. By using AI, Magnum can develop smaller portion options that maintain flavor and satisfaction while reducing calorie intake. This aligns with growing trends in health-conscious consumption.

AI can also help reformulate traditional products to make them lower in sugar, fat, or other ingredients that consumers are trying to limit. This allows Magnum to continue offering classic flavors while providing healthier alternatives for those who want them.

Sustainability Goals

Sustainability is another key factor in Magnum’s strategy. Ice cream production has environmental impacts, including the use of dairy, sugar, and packaging. Plant-based alternatives typically use fewer natural resources and create less greenhouse gas emissions than traditional dairy products.

By creating AI-guided plant-based ice cream, Magnum can reduce its environmental footprint. This also meets growing consumer demand for environmentally friendly products. Many buyers now consider sustainability when choosing brands, and companies that can deliver eco-friendly products are more likely to build loyalty and trust.

The Future of Magnum Ice Cream

Magnum’s partnership with NotCo represents a larger trend in the food industry. Many companies are turning to technology, especially AI, to help them innovate and respond to consumer demands. AI allows food brands to work faster, be more creative, and produce healthier and more sustainable products.

For Magnum, this partnership is particularly important as the company prepares to operate as a separate entity. By demonstrating a commitment to innovation, health, and sustainability, Magnum positions itself to remain competitive in the growing global ice cream market.

The use of AI technology will also help Magnum explore new flavors and products that might not have been possible using traditional methods. AI can identify novel combinations of ingredients, textures, and tastes, creating unique ice cream experiences for consumers. This can differentiate Magnum in a highly competitive market.

Consumer Response and Expectations

Customers are increasingly interested in products that align with their values. Health, sustainability, and plant-based options are becoming essential for many consumers. Magnum’s use of AI to develop plant-based and healthier ice cream demonstrates the brand’s responsiveness to these changing preferences.

Consumers also appreciate transparency and innovation. By leveraging AI, Magnum can show that it is using advanced technology to improve its products. This can build trust and loyalty among customers, who feel that the brand is actively working to meet their expectations.

Challenges and Considerations

While AI offers many benefits, there are challenges as well. Developing new products still requires testing to ensure taste, texture, and quality meet consumer expectations. Not all AI suggestions will work perfectly in practice, so food scientists and product developers still play a critical role.

Additionally, introducing new plant-based products involves marketing challenges. Consumers need to be aware of the benefits, understand the taste, and feel confident in the quality of the product. Magnum will need to balance innovation with maintaining its brand identity and reputation for indulgent, high-quality ice cream.

Magnum’s collaboration with NotCo is an exciting step toward the future of food. By using AI, Magnum can create ice cream that is healthier, plant-based, and more sustainable while continuing to provide the indulgent flavors customers love.

This partnership reflects broader trends in the food industry, where companies are using technology to meet changing consumer demands, improve sustainability, and develop innovative products. With AI, Magnum can explore new recipes, reduce calories, introduce plant-based alternatives, and respond to the growing demand for environmentally friendly foods.

As Magnum prepares to become an independent company, this partnership strengthens its ability to compete in the global market. By focusing on taste, health, sustainability, and innovation, Magnum is showing that ice cream can evolve without losing its essence.

For consumers, the result is a new generation of ice cream treats that satisfy cravings, support healthier lifestyles, and align with environmental values. For the ice cream industry, Magnum’s use of AI sets an example of how technology can transform food development, making products better for people and the planet.