From sandwich bars and cones to indulgent deconstructed desserts, how are some of the major ice cream brands in North America innovating – and what are their prediction for the things to come in ice cream in 2025?
Häagen Dazs: elevating snackable formats
According to Innova Market Insights, 29% of consumers in the US and Canada indulge in a snack at least once a day, driven by a preference for rich flavor, sweet, savory flavors, and crispy texture.
General Mills-owned Häagen Dazs recently expanded its range of ice cream cones as the brand aims to capitalize on the format’s recent rise in popularity.
Rachel Jaiven, head of Häagen-Dazs Marketing, told us: “Snacking is a massive trend we see across many food categories, as people are looking for easy and delicious things to eat across their day. In the ice cream category, snacking formats, such as cones and bars, have grown significantly as consumers look for options that are both convenient and indulgent.”
“Over the past five years in the US, ice cream cones have clearly emerged as the fastest growing snack format in the ice cream category, outpacing the growth of other ice cream formats by three times.”
Rachel Jaiven, Häagen-Dazs
While many segments remained flat or declined, cones sustained strong growth, highlighting the rising consumer demand for high-quality, premium ice cream snack innovations, Javien explained.
Adding its own spin to the trend, Häagen-Dazs unveiled a brand new range of Belgian Waffle Cones, inspired by the waffle cones consumers know and love from their local ice cream scoop shop, as Javien told us.
“Now, they are just a freezer away. We made a crispy, crunchy waffle cone that has a beautiful artisan-style pattern on it and looks like a Belgian waffle. It is complimented by the classic velvety-smooth ice cream that Häagen-Dazs is known for and features a delicious surprise in the final bite, with caramel, fudge or raspberry sauce at the bottom of the cone.”
“Our goal was to create a memorable, multi-sensory and delicious experience from Häagen-Dazs that redefines expectations of enjoying an ice cream cone at home.”
Rachel Jaiven, Häagen-Dazs
Ice cream bars are another snackable format that consumes increasingly seek out, particularly when balancing indulgence and portion control. Here, Häagen-Dazs is introducing two familiar favorites: New York Strawberry Cheesecake, and Salted Caramel Macadamia – which contains toasted macadamia nuts, a first for both the brand and the US market, we were told.
“Consumers today expect a variety of flavors, a use of texture, and a commitment to high-quality ingredients,” Jaiven said. “Our growing portfolio of Mini bars also supports a holistic trend toward balanced indulgence – prioritizing treats that are both satisfying and available in a permissible portion size.”
Häagen Dazs' three predictions
Asked to make three predictions for innovation in the ice cream category this year, Javien shared the following:
Growth in super-premium ice cream
“There has been a shift to prioritize quality, as consumers are experiencing a heightened awareness toward ingredients and the effects of the food they are putting in their bodies. This shift, largely driven by COVID and a larger trend toward wellness, has reinforced that when consumers are looking to indulge, they are seeking rich, high-quality treats that are made with real, simple ingredients.”
New ways to enjoy ice cream
“Consumers expect variety in ice cream, directly inspired by all the diverse options they see when they are out in restaurants and shops, as well as the global food trends they see on social media. Bite-sized offerings, sandwiches and other handheld forms are experiencing massive growth across the category, and premium ice cream brands will continue to expand in these areas.”
Expect the unexpected
“While ice cream is a mature and established category, it is dynamic with new brands and offerings launching each year. One of the biggest trends is co-branded, limited-time offerings, as well as bold, fresh flavors that capture attention, reinforce brand excitement, and influence people to put the special product in their basket alongside the ones they purchase every trip.”
Unilever: indulgence meets premiumization
Unilever North America announced a raft of new ranges and flavors to its ice cream portfolio last month. Areas the company expanded in were ice lollies, sandwich and stickbars and frozen desserts.
“Consumers are drawn to ice cream formats that deliver indulgence, nostalgia, and convenience,” a Unilever Ice Cream spokesperson told us.
“Deconstructed desserts like Talenti Gelato Layers provide a multi-sensorial experience with five indulgent layers, offering a restaurant-quality treat at home. Sandwich bars balance classic appeal with modern twists, from new cookie varieties to better-for-you formulations; the return of Good Humor’s Candy Center Bar is a testament to the power of nostalgia.”
Packaging is key to Talenti’s appeal, we were told. “Packaging plays a crucial role in both shelf appeal and storytelling, serving as the first interaction consumers have with a product.”
“Talenti’s clear jar goes beyond aesthetics – by allowing consumers to see the layers before even taking a bite, the jar builds anticipation and reinforces the brand’s promise of transparency and craftsmanship."
The format also leans into Talenti’s Italian heritage, mirroring the experience of stepping into an authentic gelateria, where glass cases showcase an array of artisanal flavors.
“Popsicle continues to evolve with bold flavors, beloved character collaborations, and fruit-forward innovations that excite both kids and parents,” the spokesperson added. Here, packaging that features beloved characters “creates an instant emotional connection with families, reinforcing its fun and light-hearted identity,” we were told.
Meanwhile, the company is spotlighting the cacao content on its new Magnum chocolate ice cream bars, to more directly convey the products’ quality.
“Magnum is known for indulgence, and its use of real chocolate sets it apart from other top chocolate and ice cream bars,” the spokesperson told us. “The brand’s commitment to craftsmanship is reinforced by its 39% cacao content, a mark of richness and authenticity that resonates with consumers – similar to premium chocolate bars.”
Magnum also bets on natural and sustainably-sourced ingredients, we were told, by using Rainforest Alliance-certified cocoa and non-GMO ingredients across its ranges.
Unilever’s big predictions
Lisa Vortsman, Chief Marketing and Innovation Officer, North American Ice Cream, Unilever, gave us the company's four predictions for the ice cream category in 2025 . . .
More ways to indulge
“From ultra-premium layered pints to nostalgic novelties and portionable treats, consumers want frozen desserts that match their cravings. Whether it’s a decadent escape or a mindful indulgence, brands are delivering more options than ever to satisfy every kind of sweet tooth.”
Ingredient-driven innovation
“Expect a continued focus on premium ingredients, globally inspired flavors, and chef-driven collaborations that elevate classic treats. Transparency and quality remain top priorities, as consumers seek out products that combine indulgence with real, high-quality ingredients.”
Ice cream anytime, anywhere
“As snacking culture continues to evolve, frozen treats are becoming more portable, convenient, and suited for any occasion. From single-serve bars to snackable minis, brands are meeting demand for quick, on-the-go indulgence. Retail innovations, digital engagement, and delivery expansion will make it easier than ever to enjoy ice cream whenever the craving strikes.”
Balanced indulgence & wellness
“Today’s consumers want both delicious treats and options that fit their lifestyles: whether it’s lower sugar, portion-controlled, or simply made with real, quality ingredients.”
