Baileys Original Irish Cream Liqueur has partnered with The Magnum Ice Cream Company to launch a non-alcoholic ice cream bar in September 2026.
The six-pack product, Magnum Mini Inspired by Baileys, pairs vanilla ice cream with Baileys flavour, wrapped in Magnum’s chocolate shell and biscuit pieces.
Brand licensing agency Asembl supported the collaboration, with the treats containing no alcohol and manufactured locally at The Magnum Ice Cream Company’s facility in Minto, NSW.
Production runs out of the company’s factory in Minto, New South Wales. Brand extension agency Asembl brokered the partnership to broaden the Baileys trademark across non-liquor grocery categories.
The Non-Alcohol Brand Extension Play
Liquor brands across the Asia-Pacific region increasingly license non-alcoholic food products to capture everyday consumption occasions. Stripping out the alcohol opens mainstream supermarket shelves, convenience chains, and younger demographics without licensing constraints.
For Magnum, co-branding provides differentiation in a crowded premium segment where private labels pressure margins. The recipe borrows flavour equity from Baileys while keeping standard production lines at the Minto site.
Supermarket Freezer Competition
Licensing deals of this scale rely heavily on novelty to drive initial trial. Sustaining repeat sales in frozen desserts is harder. Freezer space is tightly allocated, and retailers delist slow-moving stock quickly if volume drops once launch marketing ends.
Competitors across Oceania use similar strategies, pairing legacy bakery or confectionery names with dairy bases to secure premium pricing. Peters Ice Cream recently deployed Lotus Biscoff across its frozen lineup, forcing rival Unilever brands to defend market share with recognizable global partnerships.
Retail Distribution Timelines
Asembl previously managed licensing agreements that pushed Baileys into Australian bakery, dessert, and confectionery aisles. Each rollout tests consumer appetite for spirit-inspired flavours in everyday food aisles.
Sales performance across major Australian supermarkets will determine whether the six-pack format expands into single-serve convenience formats ahead of the southern hemisphere summer.
