Flavors of Indulgence Cornetto Max Unveils Bold New Textures for Gen Z

For today’s Gen Z consumers, indulgence is not just about satisfying a craving—it’s about experiencing a moment of joy, creativity, and premium pleasure. Embracing this shift in consumer behavior, Unilever’s iconic Cornetto brand has launched a bold new product that reflects the tastes, attitudes, and values of this influential generation. Introducing Cornetto Max—a multi-textured, visually stunning, and flavour-packed innovation that’s already capturing the attention and appetites of young consumers across Europe and Turkiye.

With indulgence and maximalism at its core, Cornetto Max delivers a premium snacking experience in every bite. From its decadent chocolatey disc top and dual ice cream swirls to its layers of luxurious sauces and signature crunchy cone tip, the product is a vibrant celebration of sensory delight.

A Maximalist Ice Cream for a Maximalist Generation

“Cornetto is already one of Unilever’s most iconic and beloved ice cream brands,” says Hazal Kantman, Global Brand Lead for Cornetto. “But even the most iconic brands must evolve to stay relevant, particularly with Gen Z, who are looking for products that reflect their values and deliver on excitement.”

And excitement is precisely what Cornetto Max delivers. Designed to tap into the trend of maximalism—embraced widely among Gen Z consumers in fashion, music, lifestyle, and food—the new cone pushes the boundaries of conventional ice cream formats. According to Unilever’s consumer insights, indulgence is a core motivation for one in five global ice cream consumers. For Gen Z specifically, 59% view indulgence as taking the form of small, regular treats that bring happiness and connection. At the same time, 65% of these consumers feel that brands are not providing the level of excitement they’re seeking.

Hazal continues, “Cornetto Max was developed as a response to these insights. We wanted to create a product that combines a variety of textures and trending flavours to ensure every bite is exciting, different, and memorable. More is more for this generation—and Cornetto Max is our answer.”

Multi-Sensory Engineering Behind the Cone

Creating a product as complex and layered as Cornetto Max required a high degree of technical innovation and collaboration. In less than a year, the concept moved from ideation to commercial production—a remarkably swift timeline for a product involving such intricate design elements.

One of the standout features is its top layer: a thick, premium chocolatey disc developed in collaboration with Barry Callebaut, a renowned specialist in chocolate. This disc sets the tone for the indulgence that follows, adding a rich and satisfying snap to the first bite.

Inside, Cornetto Max features a combination of two distinct ice creams—launched in Hazelnut Chocolate and Mango & Vanilla variants—layered with sauces that complement the overall taste profile. Each element has been designed not only for flavour but also for visual appeal and textural contrast.

“From an R&D and manufacturing standpoint, creating clearly defined layers with a consistent taste and appearance was a major challenge,” Hazal explains. “But we had support from across the Unilever ecosystem, including engineers at the Colworth Advanced Prototype Engineering Centre who used AI-powered simulations and 3D-printed nozzles to perfect the flow and placement of each layer.”

Moreover, factories in Caivano and Çorlu—both historically significant to Cornetto’s original production—played key roles in scaling the manufacturing processes necessary to bring Cornetto Max to life.

Launching with Gen Z in Mind: Flavours, Formats, and Social Experiences

Cornetto Max is not just about taste and texture—it’s also a content-ready, visually vibrant product that aligns with Gen Z’s passion for social media. From unboxing aesthetics to the dramatic reveal of layers, the product has been designed with platforms like Instagram and TikTok in mind.

To amplify the summer launch, Cornetto has rolled out a full suite of experiential and digital-first marketing assets aimed at creating shareable, joyous moments. The campaign includes a brand-new commercial titled “Unwrapping Summer to the Max”, a follow-up to last year’s award-winning “unwrap” campaign that earned recognition at the Cannes Lions.

The new spot—filmed on a picturesque beach in Sicily famously featured in The White Lotus—opens with someone unwrapping a Cornetto Max Mango and Vanilla, sparking a chain reaction as people rush outside to soak in the summer vibes. The advert captures the pure spontaneity and delight associated with enjoying an ice cream on a sunny day.

In addition, Cornetto partnered with Ray-Ban and Meta to equip digital content creators in Italy and Spain with AI-powered smart glasses, allowing them to capture hands-free moments while enjoying Cornetto Max. These activations are specifically aimed at engaging Gen Z in their native digital environments, using storytelling formats that resonate.

Commercial Momentum and Market Reach

Currently available in 11 key markets—including the UK, Italy, France, Spain, Portugal, Germany, Czechia, Slovakia, Greece, and Turkiye—Cornetto Max has exceeded early sales expectations. Out-of-home sales in particular are showing strong performance, especially for the Mango and Vanilla variant, which is already nearing out-of-stock levels in certain regions due to overwhelming demand.

The successful debut of Cornetto Max builds on the momentum of Cornetto’s broader brand strategy. Last year, the relaunch of the Classic Cornetto line—with improved formulations and updated packaging—helped deliver strong single-digit growth for the brand in Unilever’s H1 results.

While the signature blue Classic Cornetto remains the heart of the portfolio, the addition of a premium innovation like Cornetto Max represents a significant growth opportunity.

“Cornetto Max is more than just a product—it’s a platform for future growth,” says Hazal. “It’s designed to spark curiosity, encourage trial, and ultimately build loyalty among a new generation of consumers. We’re just getting started. If you thought this summer’s launch was exciting, wait until you see what’s next.”

A Bold New Chapter for a Heritage Brand

By embracing new production technologies, experimenting with bold flavours, and understanding the values and desires of younger consumers, Cornetto has demonstrated that even legacy brands can evolve without losing their essence.

With Cornetto Max, the brand is signaling a new era—one where indulgence, innovation, and social storytelling come together in a single cone. And for Gen Z, that’s exactly what summer tastes like.

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