Breyers Launches 'Sundae Swirls' Line to Deliver Full Sundae Experience in a Tub

Breyers, a cornerstone brand within The Magnum Ice Cream Company portfolio, has announced a significant product innovation for the frozen dessert aisle. The company is launching Breyers Sundae Swirls, a new product line designed to replicate the complexity of a freshly assembled sundae within a single, scoopable format.

Rolling out nationwide this month, the launch addresses the consumer friction points associated with at-home sundae preparation—specifically the need for multiple separate ingredients (sauces, toppings, ice cream) and the associated cleanup.

Technology and Formulation

The new range is distinguished by a "breakthrough technology" that allows for the integration of extra-thick sauce swirls that maintain their viscosity and distribution throughout the tub. This ensures that every scoop delivers a consistent ratio of base ice cream, rich mix-ins, and sauce, overcoming a common technical challenge in the "loaded" ice cream category.

Quality Commitments: The line is backed by the Breyers Ingredient Pledge, utilising 100% Grade A milk and cream, naturally sourced colours and flavours, and sustainably sourced fruit and vanilla.

Flavour Architecture

The lineup debuts with four variants inspired by classic American desserts, packaged in a family-sized 48-oz format:

🍫🧁 Hot Fudge Brownie Sundae: A creamy vanilla base integrated with thick chocolate sauce and chewy brownie pieces to mimic the "homemade" experience.

🧂🍮 Salted Caramel Truffle: A sweet-and-salty profile featuring golden ribbons of salted caramel and chocolate truffle pieces folded into vanilla.

🍓🍰 Strawberry Pound Cake: Combines rich vanilla with jammy strawberry sauce and buttery cake bites for a fruity, cake-forward balance.

🌋🍫 Chocolate Lava Cake: A monochromatic indulgence featuring a velvety chocolate base layered with molten-style lava swirls and fudgy cake pieces.

Lisa Vortsman, U.S. Chief Marketing and Innovation Officer at The Magnum Ice Cream Company, commented on the heritage-driven strategy:

"Sundaes have long been part of family traditions, and Breyers has been part of those moments for generations. That history gives us a unique opportunity to make the sundae experience more enjoyable and convenient for families today, without losing what makes it special. With Sundae Swirls, we've brought the full sundae experience together in one shareable container."

Commercial Availability

Breyers Sundae Swirls are available at major retailers nationwide beginning in January 2026. The product carries a Manufacturer's Suggested Retail Price (MSRP) of $5.49.