Magnum is testing a brand new ice pop… in Ibiza clubs

Barely separated from Unilever, The Magnum Ice Cream Company is already trying its hand at diversification and healthy hedonism, bringing its first so-called functional ice pop, Hydro:ICE, to the beaches and dance floors of Ibiza.

© hydroiceofficial / INSTAGRAM

“The world’s first vitamin-enriched ice pop. With refreshing kiwi and lemon flavors. An icy pick-me-up when the party gets intense.” When an Instagram account that came out of nowhere and was dubbed hydroiceofficial unveiled a two-tone water ice pop “launching exclusively in Ibiza” in early July during a heatwave, there was no indication of the sponsor’s identity.

By touting its vitamin C content, which reduces fatigue, vitamin B2, which promotes energy metabolism, and the presence of magnesium to balance everything out, the new brand seemed to be operating a soft launch of a product designed to refresh and invigorate partygoers.

This marketing experiment comes in the context of soft clubbing , a cultural shift within nightclub communities around the world, characterized by a somewhat healthier approach to partying, emphasizing well-being over exhaustion.

As the nightlife landscape evolves, so does clubber consumption, as evidenced by the series of Sober Raves at iconic London nightclub Ministry of Sound and events such as Sexy & Sober . Sixty-seven percent of Generation Z consumers reported drinking less alcohol and preferring functional drinks, according to a recent study by Savanta.

Beyond ice cream, to digitally connected consumers

Behind this frozen UFO and this mysterious profile hides neither a small nor a new player in the sector but The Magnum Ice Cream Company (TMICC): the largest ice cream company in the world, with over a hundred years of expertise, 7.8 billion euros in turnover and a leading position across all channels, at-home , out-of-home and dCom .

But Hydro:ICE appears in a new category that TMICC calls "adult functional refreshment," Chief Creation Officer Julien Barraux told trade publication Food Navigator . At 77 calories, the water ice features a nutrient-enriched liquid gel at its core and, incidentally, glows in the dark. It's designed to target other consumers, those leaning toward "healthy hedonism," a persona Magnum has established as an active individual aged 25 to 44 who values feelings of well-being as much as they value feelings of good living.

For TMICC's creative director, this innovation is more than just a product launch; it's the expansion of the company's culture "beyond traditional ice cream, creating new demands through experiences that resonate with today's digitally connected consumers."

Strategic agility acquired

This pre-launch represents a strategic development, underlines Amaury Marescaux, CEO of Gondola Foodservice, and certainly stems from a desire for agility and innovation.

"Unilever's approach has traditionally focused on supply chain optimization and developing strong, high-volume brands, often positioned in the premium segment. In this context, exploratory innovations are rare," he adds.

As an independent entity, The Magnum Ice Cream Company has the opportunity to free itself from these constraints to experiment with new trends, particularly those of a local dimension.

"Until now, the strategy for the ice cream category has focused mainly on gourmet pleasure, and to a lesser extent on a fundamental consumer need, refreshment. With Hydro:ICE, Magnum combines several key factors: the company responds to an emerging trend (functional foods), positions itself in an underexploited market space ( freshness ) and offers a potentially attractive product in terms of price," analyzes Amaury Marescaux.