Major ice-cream producers are investing in new flavours, products and technology to maintain their position in a competitive and volatile market. Magnum’s research centre near Bedford is developing ideas ranging from a glow-in-the-dark lolly for Ibiza clubbers to more efficient freezer systems, reflecting the industry’s effort to appeal to consumers while controlling costs.

Manufacturers have faced roughly five years of unstable prices linked to the Ukraine war, Covid, the cost-of-living crisis and disruption around the Strait of Hormuz. Higher dairy, egg, flavouring and cold-chain energy costs have increased pressure; Magnum says its newer freezers are 40% more efficient than those used in 2010, while cameras and AI help monitor stock across its three million fridges. The company, spun out of Unilever last year and valued at about £8bn, also looks to Japan, South Korea and China for product trends.