Dive Brief:
- The Magnum Ice Cream Company is bringing Yasso into Canada, the first time the frozen yogurt bar has expanded beyond the U.S. The move comes as the brand logs substantial growth with consumers looking for permissible indulgences that don’t compromise on taste.
- Yasso is debuting this month sea salt caramel and chocolate fudge bars as well as chocolate chip cookie dough and fudge brownie tubs through an exclusive launch with Loblaws, a Canadian supermarket chain. The brand will launch across Canada in 2027.
- The move marks the next growth chapter for Yasso, which saw sales increase at a 17.1% compound annual growth rate from 2020 to 2025, according to the company. It also reflects a broader opportunity for The Magnum Ice Cream Company to expand the role wellness-oriented products can play within frozen snacking, the company said.
Dive Insight:
Yasso, known for its low-calorie frozen Greek yogurt treats, has thrived as consumers look for healthier ways to enjoy their favorite indulgences. Yogurt has also taken on an additional health halo as it becomes a popular option to boost protein intake, especially among those taking GLP-1 medications for weight loss.
Gina Kiroff, general manager of Canada at The Magnum Ice Cream Company, told Food Dive in an email that Canada was a logical destination for Yasso’s first international expansion, with the wellness-focused frozen dessert segment growing three times faster than the broader category.
“Consumers aren't moving away from indulgence, but their expectations of it are evolving,” Kiroff said. “They're increasingly looking for snacks that deliver on great taste while fitting into their wellness goals and everyday routines. Yasso brings those needs together with a protein-forward frozen snack that doesn't compromise on flavour.”
Yasso was purchased by Magnum’s former parent Unilever in 2023 to expand its novelty business with more health-focused options. In recent years, Yasso has expanded its product lineup beyond bars to include pints and sandwich formats.
Magnum, which Unilever spun off last December, also owns more indulgent brands such as Breyer’s, Ben & Jerry’s and Talenti. Its expansive portfolio gives the company innovation flexibility to bring its novelties into new consumption categories or tap into popular trends.
