Celebrating the people who make, move and sell our ice cream
At The Magnum Ice Cream Company, our growth starts with a frontline‑first organisation. It’s on the ground where colleagues make, move and sell our ice cream and turn strategy into reality. That’s why we created the Frontline Heroes Programme - to recognise extraordinary work done by the people at the heart of our business. Last week, we brought Frontline Heroes from across 20 markets together in Amsterdam to recognise their impact and celebrate the people behind our brands.
Where our culture comes to life
The Frontline Heroes Programme recognises colleagues in operational roles who bring our brands to life through the decisions they make every day - in our factories, warehouses and distribution centres, on the road, and during customer visits.
By spotlighting colleagues who show ownership, care, and teamwork, we reinforce what our culture, The Ice Cream Way, looks like in practice. Our heroes are recognised for the real impact they make – keeping quality high, ice cream shelved full, and consumers happy.
As Ronald Schellekens, Chief HR Officer at The Magnum Ice Cream Company, explains:
"Our Frontline Heroes are critical to our success. Everything we do across our business comes to life at the frontline. Daily, teams in our markets sell and merchandise our products, teams in our factories ensure high quality and delicious ice creams and many more frontline colleagues keep supply moving, prevent out‑of‑stocks, and turn plans into action. This is where real impact is made.”
In 2025, that connection between frontline execution and performance was clear, with stronger execution supporting volume growth and share gains across most regions.
From local recognition to global celebration
To celebrate this impact, Frontline Heroes from more than 20 markets travelled to the Netherlands for a week of celebration and recognition. Each Hero was able to invite a loved one, and together they connected with colleagues and leaders while experiencing key Dutch landmarks. The highlight of the trip was a dedicated award ceremony held at the TMICC Global Headquarters.
“Receiving the Frontline Hero Award in Amsterdam was more than just an honour; it was a reminder of the strength and dedication that lives within each of us. From the historic streets to the shared laughter over Dutch treats, this journey turned strangers into a family. We aren't just leaving with an award - we’re carrying a piece of this celebration back to our markets in our hearts." – Mohammad Aftab, AM Refrigeration and Pakistan Frontline Hero 2026
By bringing the shop and factory floor to our headquarters, we created a stronger link between leadership and the reality of running our business day to day. This mindset is key to ensuring our strategic decisions stay close to what happens on the ground – and to keep our ice cream moving.
Recognising the teams that power our business
TMICC thrives because thousands of colleagues across markets and functions show up every day with ownership, care and teamwork. By recognising the people on the frontline, we celebrate the teams who turn ambition into action and make life taste better with ice cream around the world.