Who Owns Magnum?
Magnum is owned by Unilever, a British-Dutch multinational consumer goods company. The brand was founded in 1989 and operates as a wholly-owned brand within Unilever's ice cream division. Unilever is publicly traded and headquartered in London, UK and Rotterdam, Netherlands.
Parent Company
Unilever plc
Founded
1989
Status
Publicly Traded
Headquarters
London, UK & Rotterdam, Netherlands
Who Owns Magnum?
- Parent Company: Unilever plc
- Ownership Type: Wholly owned
- Company Type: Publicly Traded
- Stock Ticker: LSE: ULVR
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Magnum | Unilever plc | Wholly owned |
History of Magnum
- Founded: 1989
- Founders: Unilever (internal development)
Magnum was created by Unilever in 1989, developed by Frisko, a Danish ice cream company that was part of Unilever's portfolio. The original Magnum bar featured a vanilla ice cream core coated with a thick layer of Belgian chocolate, creating a distinctive "crack" when bitten into. The product was positioned as an adult ice cream bar, a premium alternative to the children-focused ice cream bars that dominated the market at the time.
The Magnum Classic launched first in Denmark and Germany before expanding across Europe. The product's combination of quality Belgian chocolate and premium ice cream, along with its adult positioning, resonated strongly with European consumers. Within a few years of its launch, Magnum had become one of the best-selling ice cream bars in Europe.
Magnum expanded its product range through the 1990s, introducing Magnum Almond (1992), which added a layer of almonds between the ice cream and chocolate coating, and Magnum White, which used white chocolate instead of dark chocolate. These variants helped grow the brand's appeal and gave consumers more choices within the premium ice cream segment.
The brand's marketing has consistently emphasized indulgence, pleasure, and adult sophistication. Magnum's advertising campaigns have featured celebrities and aspirational imagery, positioning the brand as a luxury treat rather than a simple snack. This marketing approach has been instrumental in maintaining Magnum's premium positioning and justifying its higher price point compared to standard ice cream bars.
Magnum expanded globally through the 2000s and 2010s, entering markets in Asia, Latin America, and North America. The brand launched in the United States in 2011, where it competed against established premium ice cream brands including Haagen-Dazs and Ben & Jerry's. In the United States, Magnum has been particularly successful with its individually wrapped bars sold at convenience stores and grocery stores.
Magnum has also been at the forefront of Unilever's ice cream innovation, introducing limited-edition flavors, collaborations with luxury brands (including partnerships with fashion designers for special packaging), and the Magnum Pleasure Store concept, where consumers can customize their own Magnum bars with different toppings and coatings.
About Unilever plc
What does Unilever own?
Unilever owns a portfolio of over 400 brands across four business groups: Beauty and Wellbeing (Dove, Vaseline, TRESemme, Pond's), Personal Care (Axe/Lynx, Rexona/Sure, Lux, Lifebuoy, Close Up), Home Care (Domestos, Cif, Surf, Omo, Comfort), and Nutrition (Knorr, Hellmann's, Lipton, Marmite). Following the 2025 demerger of its Ice Cream business, Unilever no longer owns Magnum, Walls, Ben & Jerry's, or Breyers. The company also owns approximately 61% of Hindustan Unilever Limited, a publicly listed subsidiary in India.
Is Unilever publicly traded?
Yes, Unilever plc is listed on the London Stock Exchange under ticker ULVR and on Euronext Amsterdam under ticker UNA. American Depositary Receipts are listed on the New York Stock Exchange under ticker UL. The company does not have a controlling shareholder, and its shares are held primarily by institutional investors. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom.
Who founded Unilever?
Unilever was formed in 1929 through the merger of Lever Brothers, a British soap company founded by William Hesketh Lever in 1885, and Margarine Unie, a Dutch margarine producer formed through the merger of the Jurgens and Van den Bergh companies in 1927. The founders of the predecessor companies include William Lever, James Darcy Lever, Antonius Johannes Jurgens, and Samuel van den Bergh.
Where is Unilever headquartered?
Unilever is headquartered in London, United Kingdom. The company's registered office and principal executive offices are located in London. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom and ending the separate Unilever N.V. Dutch entity. The company's shares continue to trade on both the London Stock Exchange and Euronext Amsterdam.
How many brands does Unilever own?
Unilever owns a portfolio of over 400 brands across four business groups: Beauty and Wellbeing, Personal Care, Home Care, and Nutrition. The company's largest brands by revenue include Dove, Hellmann's, Knorr, Axe/Lynx, Rexona/Sure, Lipton, Vaseline, Domestos, and Cif. Following the 2025 demerger of its Ice Cream business, Unilever's portfolio no longer includes ice cream brands such as Magnum, Walls, Ben & Jerry's, and Breyers.
Who owns Unilever?
Unilever plc is a publicly traded company with no controlling shareholder. The company's shares are held primarily by institutional investors including major asset managers and index funds. No single shareholder holds a majority stake in Unilever. Fernando Fernandez serves as CEO, having been appointed in March 2025 following the departure of Hein Schumacher. The company's board includes a majority of independent non-executive directors.
- Founded: 1929
- Headquarters: London, United Kingdom
- Company Type: Publicly Traded
- Stock: LSE: ULVR
Where Is Magnum Made / Based?
- Headquarters: London, UK & Rotterdam, Netherlands
- Manufacturing / Operations: Belgium, Poland, China, Australia, Brazil
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Magnum Ownership: Pros & Cons
Advantages
- +Premium ice cream brand with distinctive chocolate-coated format
- +Innovative flavor development and limited-edition offerings
- +Backed by Unilever's extensive research and development
- +Global distribution through Unilever's retail networks
- +Strong brand recognition among premium ice cream consumers
- +Continuous innovation in product formats and flavors
Considerations
- -Premium pricing compared to mass-market ice cream alternatives
- -Competition from other premium ice cream brands
- -Dependency on Unilever's supply chain and corporate priorities
- -Environmental concerns regarding packaging and dairy sourcing
- -Sustainability questions about ingredient sourcing and production
Frequently Asked Questions About Magnum
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