Wall’s launches limited-edition Minecraft ice cream for gaming fans

UK – Wall’s, an ice cream and dessert brand, has partnered with Minecraft, a sandbox building simulation game, to launch a limited-edition ice cream specifically designed for gaming enthusiasts.

Minecraft is the world’s bestselling game with more than 170 million monthly active users whose average age is 24 years.

Inspired by the game, Wall’s new ice cream stick features three colorful layers that mirror the blocks you dig through in Minecraft, at just 73 calories per stick.

Around 79% of the world’s online population now plays online games in some form. Of this group – which includes more than 3 billion people worldwide – 80% regularly consume food and drinks while gaming.

Already the bestselling game in history, Minecraft received a further boost in popularity in March this year with the release of A Minecraft Movie. The film took US$300 million in its first week at the box office. Since the movie’s release, Minecraft’s player base has grown by 30%, adding to its already 170 million users.

To tap into the buzz around the game, Wall’s moved quickly to bring the Minecraft ice cream from concept to shelf in just four months – a testament to the brand’s agility and innovation.

The launch reflects a broader strategy by The Magnum Ice Cream Company, Unilever’s ice cream division, to inject cultural relevance and playful innovation into its portfolio.

This approach, seen across several of its brands, comes as the division prepares to spin off from Unilever by the end of the year.”

“By working with a culturally active IP like Minecraft, our goal was for Wall’s to create the must-try ice cream of the year,” says Leyal Eskin Yilmaz, Chief Marketing Officer for The Magnum Ice Cream Company across the UK & Ireland, Europe and Australia & New Zealand and Head of Global Brands Wall’s, Cornetto and Twister.

The ice cream launched in the UK market on 1 July, the peak month of Europe’s ice cream season, and is available to buy exclusively in the Morrisons chain of supermarkets.

“We know scarcity and collectability are valued by the gaming community,” says Leyal, “and our launch strategy leans into that.” Much like the game, fans will have to hunt it down in-store, adding to a sense of discovery and collectability.

Alongside Morrisons in the UK, Minecraft ice cream will also be available in Jumbo and Albert Heijn in the Netherlands starting this month. It will be launched in Italy, Poland and Spain later this year. All of these markets have a significant number of Minecraft gamers and offer strong opportunities for ice cream sales.

“There’s something special about the way people connect with this game,” says Leyal. “We hope our Minecraft ice cream will capture some of that fun and creativity that gamers appreciate and make it an engaging and rewarding product experience.”

To build community and drive engagement, the launch will be supported by a TikTok-first influencer campaign tailored to connect with gaming and ice cream audiences on platforms like TikTok and Twitch, where these communities naturally interact.

This ice cream innovation and partnership is a bold new step for Wall’s, and a clear path for The Magnum Ice Cream Company’s ambition to lead culture with speed, relevance and impact.

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