Matt Close, Unilever’s newly hired president of ice cream, indicated that he expects the CPG giant’s DTC business to generate slightly more than $500 million in revenue by 2025. The division, which controls Wall’s portfolio, which includes Magnum, Breyers, and Good Humor, among other brands, accounts for $7 billion of Unilever’s $29 billion in yearly revenue. It began its DTC adventure in 2018 with the introduction of Ice Cream Now (ICNOW), a frozen, direct-to-consumer dessert platform.
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Unilever has expanded its venture with Instacart to include online grocery buyers as well. It has also partnered with companies like Pizza Hut and Domino’s to sell directly through its platforms. According to the company, pizza is the product that people are most likely to order with ice cream. This summer, Unilever expanded its trials in the space by partnering with Robomart, a shop-hailing company that brings a store on wheels to people’s homes, to provide a new way for Los Angeles residents to get ice cream.
