TMICC expands portfolio with launch of Hydro: ICE

NETHERLANDS – The Magnum Ice Cream Company (TMICC) has unveiled the latest addition to the brand portfolio, Hydro: ICE, expanding its product line.

This was the latest move for the innovative glow-in-the-dark water ice featuring a liquified gel core fortified with vitamin C, B2, and Magnesium (an electrolyte).

Designed to deliver a refreshing, functional boost in high-energy environments, Hydro: ICE brings the chill to every moment, day and night, keeping ADE partygoers refreshed and energised.

Hydro: ICE is designed for the emerging “Healthy Hedonist” demographic —consumers aged 25 to 44 who pursue a lifestyle where pleasure and wellness seamlessly coexist.

These are active, experience-driven individuals who want to feel good, look good, and live well.

Appearing at ADE (Amsterdam Dance Event) —the most upfront, influential, and educational gathering for electronic music and its industry — Hydro: ICE is supported by a digital-first, influencer-led campaign focused on authentic community engagement.

Rather than traditional advertising, Hydro: ICE builds buzz at the centre of the dance scene, through its partnerships with DJs, events, and music media, amplifying content to reach engaged digital audiences beyond physical attendance.

Hydro: ICE’s Amsterdam launch spanned five days and 21 events, with 90,000 products distributed through sales and sampling, delivering refreshment at the point of experience and connecting with “Healthy Hedonists” in the heart of nightlife.

Branded experiences at venues like Westerkerk and Ziggo Dome brought the product to life, while its glow-in-the-dark ice shell under UV lighting added a multi-sensory layer that’s both refreshing and unforgettable.

Julien Barraux, Chief Creative Officer at The Magnum Ice Cream Company, said: “Hydro:ICE is a unique, thirst-quenching innovation that reflects how modern consumers live, connect, and seek out experiences. But this is more than just a product launch, it’s a culture-driven innovation that embodies the spirit of The Magnum Ice Cream Company. With Hydro:ICE, we’re showcasing our ability to innovate rapidly and scale with confidence.

The success in Ibiza gave us proof of concept; ADE shows we can replicate that success across different markets and cultural moments. We’re moving beyond traditional ice cream, creating new demand through immersive experiences that resonate with today’s digitally connected, experience-driven consumers. This momentum is setting the stage for multi-market expansion as we continue to identify more opportunities where Hydro:ICE can authentically integrate into nightlife and music culture.”

The Magnum Ice Cream Company (TMICC) demonstrates the company’s ability to move quickly, with the process from research & development and consumer insights to product launch and market activation taking just a few months rather than years.

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