How The Magnum Ice Cream Company’s Wall's brands are accelerating refreshment growth

The Magnum Ice Cream Company (TMICC) is placing a big bet on its Wall's refreshments portfolio. With renewed focus on innovation and market expansion, these iconic fruity ice cream brands are at the forefront of TMICC's growth strategy.

"TMICC has set a mid-term growth target of 3–5%. Our Wall's refreshments brands have the ambition to deliver double that," says Leyal Eskin Yilmaz, Chief Marketing Officer for Europe and Australia and New Zealand at TMICC.

She explains how TMICC is leveraging consumer trends through Wall's refreshments and partnering with best-in-class brands to create connections that go beyond product and pack, delivering growth through cultural relevance.

Solero: Premium ‘permissible indulgence’ meets summer vibes

Solero soaring across Europe, Australia and New Zealand, but five years ago its only significant market was the UK. "It was a sleeping beauty," acknowledges Leyal. "In 2020, sales among 25–45-year-olds started to take off. It was as if they'd woken up to what it had to offer."

Solero delivers a premium indulgence with a refreshing twist. It's dipped in real fruit juice that's rapid-frozen to create a tangy, refreshing coating. At just 98 calories, it's premium indulgence without the ‘guilt’.

As consumers increasingly seek out ‘permissible’ treats, Solero has doubled in size in both volume and value sales and expanded from the UK into Spain, France, Italy and Portugal. The range has grown from one variant to four, with two new mini multipacks launched. 2026 will see even more Solero snacking options beyond the stick, plus expansion into new markets.

This year, the UK team trialled a brand partnership with Love Island, the No.1 reality TV show in the UK and Europe. "From Solero bikinis to floaties, we created content that placed Solero in the heart of culture," Leyal says. “We're working with TikTok and Meta to do even more.”

Twister and Calippo: Ice cream for everyone, everywhere

The refreshing mix of water, ice and fruit flavours makes Wall's refreshments naturally accessible to younger family members. But their thirst-quenching appeal is genuinely age-agnostic. "My kids love them, but so does my mum," Leyal says.

"We take great care that our products meet nutritional standards that make them allowable for everyone," she adds. "These brands are both delicious and permissible, and we make their calorie, sugar and fat content very clear."

Twister's iconic shape and contrasting milky-fruity flavours have made it the refreshments portfolio's most consistent growth engine. New flavours, a plant-based braid format, minis and multi-packs have transformed Twister into a €100 million brand globally. With a product architecture that's hard to imitate, it's the No.1 bestseller in the UK, Europe and Türkiye, and growing fast in India and Asia.

While Twister blends creamy and fruity elements in its signature swirl, Calippo stands apart as the portfolio's only pure water ice, offering an intensely refreshing experience.

"Calippo is sold in almost every country in Europe, which delivers consistent growth," Leyal adds. “But there's more to come in 2026, with work underway to leverage both brands' universal availability and family appeal.”

Haribo and Minecraft: Creating buzz through smart collaborations

TMICC has partnered with Haribo to create push-up ice creams with gummy bears in the stick since 2011. Until recently, production was limited to 1 million units per year for out-of-home sales. "But we've unlocked capacity that's allowed us to launch in 20+ markets and realise high double-digit growth," Leyal says.

This enabled TMICC to launch Haribo Push-up multi-packs for in-home consumption. The product ranked in Aldi's top five ice cream innovations for 2025, and sales of Haribo ice cream have grown 68% year to date.

The success of this collaboration, alongside TMICC's launch of Wall's Minecraft ice cream in July, signals more exciting partnerships to come.

"Ingredient-led collaborations like the one with Haribo, which saw us work together on an ice cream that included its gummy bears, have evergreen potential. But entertainment collaborations with games and movies that take control of the zeitgeist, are a great way to make our ice creams relevant to the next generation of consumers," Leyal says. "And there's lots of ways we can do that with our refreshment brands."

"In packaging, we can make sticks edible and print numbers and designs. We can add QR codes on wrappers or under lids that unlock experiences, connecting fans back to our partners' universes and creating whole new ways to generate demand."

Cool brands getting even cooler

Wall's refreshments is driving growth for TMICC. With strong brand performance, geographic expansion and innovation creating relevance across markets and formats, TMICC is unlocking significant new value.

"This summer's performance of our power brands Solero, Twister and Calippo proves that. Together, their combined sales achieved double-digit growth in Europe during June to August," Leyal says.

"Refreshments is an exciting, growing portfolio," she adds. "We're ready to unlock our power brands' potential, reaching up, down and wide to meet every need, at every price, in every format."