NEW TECH FOODS

The Magnum Ice Cream Company (TMICC) has announced a partnership with foodtech firm NotCo to accelerate innovation in the US market.

Under the agreement, TMICC will pilot NotCo’s AI platform to create new product formats and nutritional profiles, expanding the role of ice cream in consumers’ diets. The company said the move builds on its 160-year legacy as a category leader.

NotCo will deploy its proprietary AI platform, Giuseppe AI, which has been trained on a decade’s worth of food and ingredient data. The platform is already in use by several global food and beverage companies to support product design and formulation.

The collaboration aims to combine TMICC’s consumer insights with NotCo’s AI capabilities to accelerate development cycles and deliver new ice cream concepts tailored to shifting consumer demands.

Zbigniew Lewicki, chief research, design and innovation officer at TMICC, said: ”At The Magnum Ice Cream Company, we believe AI will be a catalyst for unlocking the next generation of food innovation".

"Partnering with NotCo allows us to explore how advanced AI tools can help us solve complex formulation challenges faster and more precisely, while keeping consumer needs at the heart of everything we do. We believe that the real magic happens when AI, robotics and human expertise come together, each exceptional on its own, but exponentially more powerful in combination."

Matias Muchnick, co-founder and CEO of NotCo, added: “It's extraordinary that ten years after we first envisioned AI transforming everything, we're now helping, among others, the world's largest ice cream company overcome their most complex growth and innovation challenges. As we look ahead to our next chapter, we’re beyond excited to partner with TMICC and supercharge its innovation roadmap with our AI technology.”