In a bold move that reflects the evolving landscape of consumer appetites, Peter ter Kulve, the chief executive of Unilever’s ice cream division—which includes beloved brands Ben & Jerry’s and Magnum—has shared his thoughts on the rising popularity of weight-loss medications. While many in the food industry express concern over these health trends, ter Kulve remains optimistic about the future of indulgent treats, asserting that the desire for ice cream will endure even as consumers become more health-conscious.
A New Perspective on Treats
Speaking candidly about the impact of GLP-1 weight-loss drugs, ter Kulve acknowledged that while these medications may reduce “mindless munching,” they are not likely to extinguish the public’s craving for sweet delights. “When people are on GLP-1s, they do not stop eating treats,” he affirmed, suggesting that the drugs encourage consumers to make more mindful food choices.
Ter Kulve believes this shift is not a threat but rather an opportunity for the ice cream giant. By promoting smaller portions and healthier options, the company can cater to a demographic that is increasingly interested in nutritious yet delicious alternatives. “You see a stark reduction of binge eating,” he explained, adding that consumers are opting for treats that are lower in calories but higher in quality.
Adapting to Consumer Trends
In response to these changing preferences, Magnum has been diversifying its product line to include bite-sized options, such as the new Magnum Bonbon range. This strategic pivot aims to meet growing demand for portion-controlled indulgence while maintaining the brand’s signature appeal. The chief executive views this as a chance to offer premium, lower-calorie treats that still deliver on taste and satisfaction.
Despite the widespread use of GLP-1 medications being primarily confined to the United States for now, ter Kulve is optimistic about the future. He believes that a healthier society benefits everyone, and his company is eager to play a role in this transformation. “A more healthy society is good for everyone,” he stated confidently.
The Market Landscape
The global ice cream market, valued at approximately $87 billion, is witnessing shifts as companies like Magnum adjust to contemporary consumer demands. Following its stock market debut in December 2025, the brand is banking on the enduring allure of indulgence, even as health trends reshape eating habits.
Ter Kulve’s insights come at a time when many in the industry are grappling with the implications of weight-loss drugs on sales. However, he remains unfazed, arguing that the overall impact of GLP-1 usage worldwide is still minimal. By focusing on innovative product offerings, Magnum aims to retain its significant market share, commanding over 20% of the global ice cream sector.
Why it Matters
The shift towards mindful eating and health-conscious choices is reshaping the food industry, and brands like Magnum are adapting to this new reality. As more consumers seek balance in their diets, the ability of established companies to innovate and offer healthier options will be crucial for their survival. This evolution not only reflects changing consumer preferences but also highlights an opportunity for brands to thrive in a more health-aware marketplace, ensuring that the joy of indulgence remains accessible—even in a world increasingly focused on wellness.
