‘It exists only for pleasure’: does ice-cream have a future in the age of wellness fads and weight-loss drugs?

As fitness-conscious consumers turn away from processed foods, the ice-cream industry is facing a challenging moment. Last month, I visited the biggest ice-cream factory in Britain, owned by Magnum Ice Cream Company, which produces nine different brands. The factory in Gloucester is where a 5-metre Viennetta mint-flavored ice-cream cake is made, with a conveyor belt system that automates the assembly of 200 cakes every 60 seconds. Sales for Magnum have fallen in the last quarter of 2025, with the company controlling 20% of the global £85bn ice-cream market. Investors are skeptical about the future of ice-cream due to concerns over weight-loss drugs like Ozempic, which have led to declining sales in the US and UK. One in eight Americans now take GLP-1 drugs, and UK adults using weight-loss drugs have surged, with predictions of further increases post-release of cheaper alternatives. The wellness trend has also driven a demand for protein-rich foods, impacting the ice-cream industry. Magnum has responded by developing protein- and vitamin-enriched ice-creams, such as Hydro:Ice, which includes vitamins like C and B2, marketed with a campaign emphasizing health-conscious consumers. The company’s innovation hub in Bedfordshire showcases these new products, including a glow-in-the-dark ice-cream and tiny controlled-bite versions. Magnum’s chief research officer, Zbigniew Lewicki, highlights a shift toward transparency in food ingredients, with younger consumers scrutinizing labels. Despite these efforts, critics like Professor Chris van Tulleken warn that such claims are often marketing gimmicks. The industry’s long-standing focus on pleasure—ice-cream’s core appeal—is now threatened by health trends, forcing companies to redefine their products. Meanwhile, Magnum’s Yasso brand, made from Greek yogurt and non-fat milk, aims to appeal to gym-goers, though its protein content is minimal compared to traditional ice-cream. The debate centers on whether ice-cream can survive as a purely indulgent treat or must adapt to wellness-driven consumer expectations.