The snacking category is expanding as consumers shift toward smaller, more frequent meals throughout the day. Responding to this trend, Magnum has introduced its first bite-sized Bon Bons, following the lead of Ben & Jerry’s and Yasso in embracing micro-formats. With 9 out of 10 Gen Z consumers snacking at least once daily, and a third of UK ice cream buyers showing interest in trying bite-sized portions, this format is growing in popularity.
Data reveals that consumers who purchase both bite-sized and traditional ice cream formats spend 76% more on ice cream overall, highlighting the revenue potential of micro-formats. This trend aligns with the preferences of Gen Z, who favor fun formats, new flavors, and flexible portion sizes—reflected across food trends in retail and restaurants, including tapas-style dishes and shareable plates.
Magnum’s new Bon Bons are designed to deliver the full taste of its traditional ice creams in a smaller, snackable format. Available in 12-piece tubs, the Bon Bons come in three popular flavors: White Chocolate & Cookies, Gold Caramel Billionaire, and Salted Caramel & Almond. They will be sold in stores and online in markets such as Portugal, Germany, Switzerland, Australia, France, the UK, Ireland, Spain, and other European countries.
Indulgence in Every Bite
As snacking becomes more frequent, especially among Gen Z, consumers are prioritizing taste and experience over quantity when choosing treats. Rosie Festus, Global Brand Manager for Magnum, explains, “We’re building the micro-bite ice cream category by tapping into this shift in consumer behavior, creating new snacking opportunities.” The pandemic further fueled the snacking trend, particularly among younger generations, and the habit continues to grow.
Gen Z is especially attuned to portion control, the eating experience, and how food makes them feel. With 9 in 10 Gen Z consumers admitting to daily snacking, and over a third preferring snacks over meals while working from home, ice cream holds a notable place in their snack choices. In the U.S., 21% of snackers opt for ice cream, while potato chips lead with 52%.
According to Nielsen, bite-sized ice creams are driving growth in the ice cream category. Kantar data further shows that the introduction of bite-sized formats helps premiumize the category, with consumers who buy both traditional and bite-sized ice creams spending significantly more.
Expanding the Bite-Sized Portfolio
Magnum’s Bon Bons join Unilever’s growing portfolio of bite-sized ice creams, which includes Ben & Jerry’s ‘Peaces’ pouches and Yasso’s ‘Poppables’. Yasso’s Poppables, a Greek yogurt frozen novelty at just 35 calories per serving, has become a market leader in the U.S. frozen novelty sector. The product has seen increased sales, accounting for a quarter of Yasso’s growth.
Ben & Jerry’s has also expanded its bite-sized lineup with the introduction of a new Salted Caramel Brownie flavor, joining the popular Cookie Dough Peaces. These bite-sized treats, packaged in resealable zip-lock bags, offer a convenient, shareable snack option.
Ice Cream Anytime, Anywhere
As consumers embrace smaller, shareable portions throughout the day, ice cream brands are adapting their formats and delivery methods to meet these evolving needs. By offering popular ice cream flavors in bite-sized portions both in stores and through on-demand grocery services, brands are extending the occasions for enjoying ice cream beyond traditional evening snacks. This shift is helping to “deseasonalize” ice cream, making it a snack option available year-round.
