Unilever Wants to Be America's Ice Cream King

The global ice cream leader uses its Magnum bar to spur U.S. sales
Illustration by Brock Davis

In the world’s living-large ice cream market, it’s always been about the tub. Well over half of the U.S.’s $12 billion in annual ice cream sales comes from products served up in pints and half gallons, says Greg Miller, a senior principal at the food and beverage advisory firm Parthenon Group. Lately, though, Americans have begun to shift toward European-style single servings on sticks or in cones. So-called frozen novelties now account for 21.2 percent of the U.S. market, according to researcher Euromonitor International, and that share is growing. This change presents a new front in the ice cream wars for Unilever, the global market leader eclipsed stateside by Nestlé.

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