Cornetto Max unwraps new textures and flavours to win Gen Z

Cornetto has unveiled Cornetto Max, a new product line designed to tap into Gen Z’s appetite for indulgence and variety in ice cream. The launch introduces a multi-textured cone that blends chocolate toppings, dual ice creams, sauce layers, and a signature crunchy cone—positioning the product as a premium snacking experience.

The range debuts in two variants—Hazelnut Chocolate and Mango and Vanilla—reflecting consumer interest in nut and fruit flavours. Cornetto Max is available this summer in key markets including Italy, France, Spain, Portugal, the UK, Germany, Czechia, Slovakia, Greece and Turkiye.

Designed to deliver indulgence in every bite

Hazal Kantman, global brand lead for Cornetto, Unilever: “Cornetto is already one of Unilever’s most iconic ice cream brands. It’s a true heritage brand. But even icons need new news, especially to meet Gen Z’s evolving expectations. Indulgence is a core driver for one in five ice cream lovers globally. But for Gen Z, in particular, more is more, in lifestyle, fashion and food. Cornetto Max taps into that.”

The brand’s research found that 59 percent of Gen Z consumers seek small, joyful treats as part of everyday indulgence, while 65 percent feel brands fall short in delivering exciting experiences. Cornetto Max was developed to answer this gap, delivering a layered product that aims to surprise in both taste and texture.

Product innovation driven by AI and cross-market collaboration

Developed in under a year, Cornetto Max required close coordination across R&D, engineering, and production. Teams used AI and 3D printing to refine the cone’s architecture, including custom nozzles for the new layered design. Chocolate specialist Barry Callebaut created bespoke chocolate discs for the topping, while factory teams in Caivano and Çorlu adapted production lines to accommodate the innovation.

Hazal Kantman: “It was a technical challenge to deliver a product with such defined layers. Combining two distinct ice creams with a sauce centre and chocolatey layer on top requires a high level of precision, not just in terms of R&D formulation and specification but also in how it’s executed on the manufacturing line.”

Social-first campaign and commercial drive Gen Z engagement

The campaign includes a new film titled Unwrapping Summer to the Max, filmed on a Sicilian beach made famous by White Lotus, and builds on last year’s Cannes Lions-winning Unwrap campaign. The brand is also partnering with Ray-Ban and Meta to equip content creators in Italy and Spain with AI-enabled glasses to share their experiences of Cornetto Max in real-time on social platforms.

Out-of-home sales are already strong, with Mango and Vanilla nearing sell-out in some markets. The launch follows last year’s relaunch of the Classic Cornetto and contributes to strong H1 growth for Unilever’s Power Brand portfolio.

Hazal Kantman: “The true blue of Classic Cornetto is still the core of the Power Brand’s portfolio, but we’re confident this premium innovation is going to be a key growth engine for us. If you thought this summer launch was exciting, you haven’t seen anything yet.”

www.unilever.com

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