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The Magnum Ice Cream Company has entered into a strategic partnership with Chilean start-up NotCo to leverage the company's cutting-edge artificial intelligence platform, Giuseppe AI.

Magnum aims to use the AI tool to reformulate existing products and develop new offerings, catering to evolving consumer demands ahead of its public listing in November.

Zbigniew Lewicki, chief research, design and innovation officer at Magnum, highlighted the dual focus of the initiative: addressing consumer desires for indulgence alongside a growing preference for healthier, more sustainable options.

"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,"she said.

NotCo, which has already made waves in the industry by collaborating with major food companies like Kraft Heinz on plant-based products, will utilise its AI technology to analyse caloric content, explore innovative plant-based formulations and manage rising commodity costs.

Matias Muchnick, CEO of NotCo, added: "'It's extraordinary that ten 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".

He continued: "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".

The collaboration is expected to enhance Magnum's ability to respond swiftly to changing consumer preferences, particularly in light of the ongoing 'Make America Healthy Again' movement and inflationary pressures affecting raw ingredient prices.

By employing AI, Magnum aims to streamline product development processes, enabling faster responses to market trends and consumer feedback.