As temperatures rise, Romania’s ice cream market is hitting its peak season, and Betty Ice, one of the country’s leading producers, is ramping up production at full throttle.
The company, part of The Magnum Ice Cream Company—Unilever’s ice cream division now undergoing a global separation process—plans to surpass 20 million liters of ice cream annually at its Suceava facility.
“The Romanian ice cream market has been on an upward trajectory for several years. In 2024, Romanians consumed an average of three liters per person—up 20% compared to 2019, according to recent studies. While demand traditionally peaks from May to July, we’ve seen a growing number of consumers enjoying ice cream outside the summer months,” said Irina Urechean, General Manager for Romania and Moldova. “This motivates us to continue investing in local production capacity, bring meaningful innovation to the market, and develop new flavors that turn each ice cream into a unique experience.”
To meet the growing appetite, the company has committed more than €4 million between 2024 and 2025 to upgrade its production line and streamline factory operations using modern, energy-efficient, and environmentally friendly technologies. This investment adds to the €12 million already invested since 2019.
The result is a significantly upgraded production infrastructure designed to deliver faster output without compromising taste or quality. “By aligning with the highest technological and quality standards, the Suceava plant reaffirms its role as a regional leader and a trusted partner in the food industry,” said Condruț Ababii, General Manager of the Betty Ice factory. One of the plant’s strategic objectives is to continue diversifying its portfolio to appeal to a broad spectrum of consumer preferences.
Innovation is the centerpiece of the brand’s approach to the summer season. Consumer studies conducted by Unilever indicate that over 65% of shoppers are eager to try new and unexpected flavor combinations. This insight fuels a strategy to transform each ice cream into a miniature taste adventure.
Among the highlights of the season are pistachio—still a consumer favorite year after year—alongside sour cherry, sweet cherry, mango, and other fruit-forward flavors that suit hot summer days. Vegan and sugar-free options are also gaining prominence, reflecting a shift in dietary habits and wellness preferences.
To further elevate the summer experience, Betty Ice is introducing new bite-size ice cream formats designed for sharing and snacking. “For many, ice cream is more than a cooling treat—it’s a moment of joy shared with friends,” the company notes. That sentiment has a biological basis as well: the combination of low temperatures and creamy textures triggers pleasure centers in the brain, enhancing the emotional impact of every bite.
Now available in stores across the country, the bite-size trend has made its Romanian debut through popular global brands like Magnum Bon Bon and Ben & Jerry’s Bites. These join a familiar and beloved lineup that includes Magnum Double Billionaire, Carte D’or Triple Chocolate, and the ever-popular Scufiță Roșie.
Unilever, which counts Betty Ice among its global brands, remains one of the world’s largest suppliers of ice cream, home care, personal care, beauty and wellbeing, and nutrition products.
Find out more at: https://www.unilever.ro