Key points:
- Cornetto Max launched as a premium layered cone to appeal to Gen Z's preference for indulgent snacking.
- Developed in under a year with support from AI, 3D printing and chocolate supplier Barry Callebaut.
- Supported by digital-first marketing and contributing to out-of-home sales momentum across Europe.
Unilever has introduced Cornetto Max, a new premium ice cream cone aimed at driving sales through the summer impulse market, with a particular focus on Gen Z consumers.
The product builds on Cornetto’s signature combination of creamy ice cream and crunchy cone, adding a chocolatey disc topping, a duo of ice creams, layered sauces, and a redesigned structure for what the company describes as a “multi-sensory snacking experience.”
Available in Hazelnut Chocolate and Mango and Vanilla, the new variants were selected to align with growing consumer demand for nut and fruit flavours.
“Cornetto is already one of Unilever’s most iconic ice cream brands. It’s a true heritage brand,” said Hazal Kantman, Cornetto’s global brand lead. “But even icons need new news, especially to meet Gen Z’s evolving expectations.”
The launch targets the “maximalism” trend among younger consumers, who increasingly favour indulgent, layered products. Unilever cites research showing that 59 per cent of Gen Z consumers enjoy regular “little treats,” while 65 per cent believe brands are falling short in offering the level of excitement they seek.
“Indulgence is a core driver for one in five ice cream lovers globally,” Kantman said. “But for Gen Z, in particular, more is more, in lifestyle, fashion and food. Cornetto Max taps into that.”
The global impulse ice cream category – which includes single-serve cones, sticks, and sandwiches – is forecast to grow 5.7 per cent annually through to 2034.
Cornetto Max was developed and brought to market in under a year. According to Kantman, this required significant engineering input to deliver the precision layering at scale.
“It was a technical challenge to deliver a product with such defined layers,” she said. “Combining two distinct ice creams with a sauce centre and chocolatey layer on top requires a high level of precision, not just in terms of R&D formulation and specification but also in how it’s executed on the manufacturing line.”
The chocolate disc was developed in collaboration with Barry Callebaut, and AI technology and 3D printing were employed at Unilever’s Colworth R&D facility to optimise manufacturing processes. Production is currently being handled by the company’s sites in Caivano and Çorlu.
To support the launch, Cornetto is rolling out marketing content across Instagram and TikTok, including a partnership with Ray-Ban and Meta to equip creators with AI smart glasses to capture real-time content. A new advert, Unwrapping Summer to the Max, was filmed in Sicily, inspired by last year’s Cannes Lions-winning campaign.
Cornetto Max is now on sale across several European markets including the UK. The Mango and Vanilla variant is already reportedly seeing strong out-of-home sales, with stock running low in some regions.
The launch follows last year’s relaunch of Classic Cornetto with new packaging and an updated formulation, helping drive single-digit growth for the brand in Unilever’s H1 2025 results.
“We’re confident this premium innovation is going to be a key growth engine for us,” Kantman said. “If you thought this summer launch was exciting, you haven’t seen anything yet.”
Meanwhile, Unilever's ice cream business, called The Magnum Ice Cream Company, is on track for a demerger in mid-November.