Protein or pickled garlic? What's new in ice cream is anything but ordinary. At the R&D centre of Magnum, the world’s largest publicly listed ice-cream maker, innovation reigns supreme. From UV glow-in-the-dark lollies to energy-efficient fridges that use AI for better stock management—price volatility and competition are no match for creativity.

While other giants like Häagen-Dazs and Baskin-Robbins battle it out, Asia is leading the way in innovation. With a unique cultural twist, everything from stinky tofu to ham and foie gras can now be found on ice cream scoops, marking a global shift towards more adventurous tastes.

But perhaps the most interesting development? The health angle. Protein-packed ice creams, inspired by weight loss drugs like Ozempic, offer a new dimension in satiety, proving that innovation isn’t just about taste but also about addressing contemporary dietary concerns.

The future of ice cream is both surprising and promising. Watch out for the next big thing—it might just surprise you.