The Magnum Ice Cream Company (TMICC) has opened a new research, development, and innovation centre in Bengaluru. The facility aims to accelerate the development of new ice cream products and packaging solutions for the Indian market and boost the company's innovation activities in the region.
With the new Research, Design & Innovation Centre, TMICC is consolidating research, product development, packaging development, and consumer research under one roof across approximately 1,200 square metres. The centre features a laboratory, a digitally equipped pilot plant, and facilities for sensory testing and packaging evaluations. In addition, it includes 3D prototyping for packaging, cold chain and climate tests, and transport simulations. The aim is to develop and test products and packaging under real conditions for the Indian market.
Packaging development as part of the innovation strategy
According to the company, the centre is intended to drive innovation for the brands Kwality Wall’s, Cornetto, Magnum, Carte D’Or, Feast and Twister. The development work includes product and process development as well as packaging development, regulatory assessments and technical consumer analyses. This will allow new products to be adapted more quickly to regional taste preferences and consumption occasions.
Chitrank Goel, Deputy Managing Director of Kwality Wall's (India) Limited, says: „Kwality Wall’s has been a part of the Indian ice cream market for over seven decades, delighting consumers with new flavours and familiar brands. As part of The Magnum Ice Cream Company, we now have access to best-in-class research and development capabilities, deeper product know-how, and a stronger innovation ecosystem. The new ice cream centre in Bengaluru will help us respond faster to changing consumer needs, develop products that suit Indian tastes and consumption occasions, and future-proof the growth of our ice cream business in India.“
Collaboration with international development sites
The development centre works closely with the global design centre in Colworth (UK) and the regional innovation centre in Istanbul. According to the company, this is intended to combine global development platforms with local consumer insights. The aim is to accelerate the market launch of new products and further improve their quality.
„India is one of the most exciting ice cream markets in the world – with rapidly changing tastes, consumption occasions, and expectations. The new RD&I Centre in Bengaluru combines our global expertise in science, technology, and culinary arts with in-depth insights into local consumers. This allows us to translate ideas into market-ready innovations more quickly. From product and packaging development, through sensory evaluations, to cold chain validation, the new centre will play an important role in developing products that are more relevant, distinctive, and attractive to consumers in India.“
Zbigniew Lewicki, Chief Research, Development & Innovation Officer at The Magnum Ice Cream Company
With the new site, The Magnum Ice Cream Company reportedly has 13 research and development centres worldwide. The company is active in 80 markets and operates 34 production sites.
Source: The Magnum Ice Cream Company
