The Magnum Ice Cream Company, the largest ice cream company in the world, and NotCo AI, the first foundational AI platform for CPG innovation, announced a dynamic partnership designed to accelerate demand-driven innovation and growth for the future of the ice cream category in the United States. 

Through this new partnership, TMICC will pilot NotCo’s AI platform to develop new product formats and nutritional profiles, continuing to shape when and how ice cream is consumed, while building on its 160-year legacy as a category leader.

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

As TMICC’s innovation partner, NotCo is using its cutting edge, end-to-end AI platform, Giuseppe AI, to provide AI-guided innovation and product design.

Already used by some of the world’s largest food and beverage CPG companies, NotCo’s technology represents the first vertical-specific foundational model for the CPG industry, establishing a new paradigm of domain-specific AI infrastructure. The platform is trained on a unique, high-quality, proprietary dataset of food and consumable properties accumulated over a decade. TMICC will leverage Giuseppe AI’s experience to solve complex, high-value formulation and product development challenges in record time as a means for driving growth through rapid innovation cycles. 

“It's extraordinary that 10 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,” said Matias Muchnick, co-founder and CEO of NotCo. “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.”

This collaboration reflects a shared commitment to redefining what’s possible in food innovation. By combining TMICC’s consumer-centric approach and deep category expertise with NotCo’s advanced AI capabilities, the partnership aims to unlock new opportunities for smarter, faster product development. Together, TMICC and NotCo are exploring how technology can shape the future of food, delivering better experiences for consumers and driving transformation across the industry. 

About The Magnum Ice Cream Company  
The Magnum Ice Cream Company – as Unilever Ice Cream is now known ahead of the demerger in November 2025 – is the world’s largest ice cream company. With an unrivalled portfolio of brands including global power brands Magnum, Ben & Jerry’s, Wall’s and Cornetto, and with a global fleet of nearly 3 million freezers, our products are available in 80 countries. The company generated €7.9 billion in revenue in 2024.