Magnum Ice Cream Company launches glow-in-the-dark Hydro:ICE ahead of Unilever demerger

The Magnum Ice Cream Company has unveiled a limited-edition glow-in-the-dark ice pop, Hydro:ICE, in Ibiza, ahead of its upcoming demerger from Unilever.

Hydro:ICE, a 77-calorie, dairy-free kiwi and lemon ice pop, is fortified with vitamins C, B2 and magnesium. Designed for health-conscious and sober-curious consumers, the product features a glow-in-the-dark gel core and will be sold exclusively at Ibiza’s Blue Marlin and select venues across the island.

The launch is supported by a direct-to-consumer distribution model and a mobile delivery service, aligning with Magnum’s strategy to reach younger, experience-driven audiences through limited, high-impact activations.

The debut comes as Magnum prepares to complete its demerger from Unilever in November 2025. Following the split, the newly formed Magnum Ice Cream Company will continue to manage Unilever’s portfolio of ice cream brands, including Ben & Jerry’s and Walls.

The release of Hydro:ICE marks one of the first brand-led innovations under Magnum’s standalone identity, positioning the company to blend premium indulgence with functional and lifestyle-driven innovation as it enters its next phase of growth.