Ice-cream is facing an uncertain future in the age of weight-loss drugs

By the Editorial Team · Friday, August 28, 2026

Magnum Ice Cream Company, which produces brands like Viennetta and Ben & Jerry’s, reported declining sales amid growing use of appetite-suppressing weight-loss medications and changing dietary trends in the UK. To address these challenges, the company is developing protein-fortified ice creams aimed at health-conscious consumers, although long-term industry prospects remain uncertain.

Inside one of Britain’s largest ice-cream factories, visitors can observe the intricate, automated process behind the production of iconic frozen treats like the Viennetta mint-flavored ice-cream cake. The Gloucester-based facility, operated by the Magnum Ice Cream Company, manufactures a range of well-known brands including Viennetta, Ben & Jerry’s, Solero, and Twister. Despite this industrial scale, the company faces significant challenges posed by shifting consumer habits and emerging weight-loss medications.

Magnum, which controls approximately 20% of the $115 billion global ice-cream market, recently reported a decline in sales during the final quarter of 2025. The company’s stock became the most shorted in Europe in June, as investors expressed concerns about the future demand for ice-cream amid rising use of weight-loss drugs. According to researchers at University College London, about 10% of British adults last year were either using or considering GLP-1 receptor agonists, a class of medication known for their appetite-suppressing effects. The introduction of a second, more affordable weight-loss pill in the UK market is expected to increase these numbers further.

Although seasonal factors such as record summer temperatures helped drive a sales increase in the most recent quarter, market analysts warn that long-term prospects remain uncertain. David Hayes, a markets expert from Jefferies investment bank, highlighted sustained investor apprehension about whether traditional confectionery like ice-cream can maintain consumer appeal in this evolving landscape.

Beyond pharmaceutical influences, wider shifts in dietary trends also place pressure on the ice-cream industry. The growing emphasis on wellness, with a particular focus on protein and fiber intake, has altered eating behaviors. Demand for protein-rich foods has surged globally, causing shortages in items like whey powder and cottage cheese in the United States. This phenomenon extends to individuals not using weight-loss drugs, as a rise in protein consumption has coincided with increased health issues such as gout.

For those using appetite-suppressing medications, maintaining adequate protein intake is important to prevent muscle loss, further complicating consumption patterns. Ice-cream products, typically low in protein, struggle to meet these nutritional preferences; for example, a standard Twister contains only 0.5 grams of protein.

In an attempt to adapt, Magnum is developing a new line of ice lollies and tubs fortified with protein and added vitamins, targeting health-conscious consumers in the UK market. Whether such innovations will be enough to counteract broader shifts remains to be seen, as the ice-cream industry confronts the dual challenges of changing appetites and evolving health trends that may limit indulgence in traditional sweet treats.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.