The chief executive of the company behind Magnum and Ben & Jerry's has said that weight-loss drugs reduce 'mindless munching' but do not eliminate the desire for treats, as the ice cream maker focuses on portion-controlled options.
Peter ter Kulve, CEO of The Magnum Ice Cream Company (TMICC), emphasised that the firm is not worried about the growing use of GLP-1 medications, despite concerns that changing consumer appetites could hit sales of indulgent foods.
'When people are on GLP-1s, they do not stop eating treats,' Mr Kulve said. 'You do, however, see a stark reduction of mindless munching and binge eating. People on GLP-1s make more deliberate choices and have more control. This is actually a good thing.'
He described the trend as a 'real opportunity' for the company to offer lower-calorie treats at a premium price. TMICC, the world's largest ice cream maker, has been expanding its range of portion-control products, including bite-size Magnum Bonbon and Ben & Jerry's Peaces.
Mr Kulve noted that the US is currently the only region with significant GLP-1 usage, and the 'overall impact on the world is small'. He added: 'A more healthy society is good for everyone, and we are very keen to be part of that.'
