The Magnum Ice Cream Company (TMICC) has taken its product Yasso beyond the United States for the first time, launching the frozen Greek yogurt brand in Canada.
The launch comes as Canadians rethink what indulgence looks like, increasingly seeking snacks that balance enjoyment with wellness benefits, said the company. For TMICC, Yasso sits at the intersection of those needs, offering a protein-forward approach to frozen snacking in formats that deliver a permissible indulgence without compromising on taste, it said.
Why Canada? The country’s wellness-focused frozen dessert segment is growing three times faster than the category overall, up 15% in dollar sales in 2025, as Canadians increasingly seek indulgent snacks that also fit their wellness- and protein-conscious lifestyles, it noted.
Yasso has debuted Sea Salt Caramel and Chocolate Fudge bars as well as Chocolate Chip Cookie Dough and Fudge Brownie tubs through an exclusive launch with Loblaws nationwide ahead of the national launch in 2027.
The move marks the next growth chapter for a brand that grew U.S. dollar sales at a 17.1% CAGR from 2020–2025, and reflects a broader opportunity for TMICC to expand the role wellness-oriented products can play within frozen snacking.
In an interview with Retail Insider, Gina Kiroff, General Manager of Canada at The Magnum Ice Cream Company, discussed the brand’s launch in Canada.
What factors led The Magnum Ice Cream Company to choose Canada as the first international market for Yasso, and how does the Canadian market fit into the brand’s broader growth strategy?
Canada was a natural choice for Yasso’s first international expansion. The country’s wellness-focused frozen dairy dessert segment is growing three times faster than the broader category, reflecting strong consumer demand for products that bring together crave-worthy taste and wellness benefits.
We also see an opportunity to bring something unique to the market: the goodness of Greek yogurt in a delicious, indulgent treat that delivers an ice cream like experience. Building on Yasso’s success in the U.S., our launch with Loblaws marks an exciting first step in establishing the brand in Canada, with plans to expand nationally in 2027.
The release says Canada’s wellness-focused frozen dessert segment grew 15 per cent in dollar sales in 2025, three times faster than the overall category. What consumer trends and purchasing behaviours are driving this growth, particularly around protein and better-for-you indulgence?
Consumers aren’t moving away from indulgence, but their expectations of it are evolving. We’re seeing growing interest in snacks that deliver on irresistible taste while fitting into consumers’ wellness goals. Whether it’s protein, portion control or additional nutritional benefits, consumers want more from their treats without compromising on enjoyment. Importantly, these preferences aren’t necessarily replacing traditional indulgence; they’re creating additional opportunities for frozen treats to fit into everyday routines. Yasso brings together the goodness of Greek yogurt with a protein-forward frozen snack that delivers rich, indulgent flavours, giving
Canadians more ways to enjoy the treats they love. Why were Sea Salt Caramel and Chocolate Fudge bars, along with Chocolate Chip Cookie Dough and Fudge Brownie tubs, selected for the Canadian launch, and how will consumer response influence future product offerings?
We wanted Canadian’s first experience with Yasso to feel genuinely indulgent, starting with rich, familiar flavours they know and love across two different formats. The Sea Salt Caramel and Chocolate Fudge bars offer a convenient, portioned snacking option, while the Chocolate Chip Cookie Dough and Fudge Brownie tubs provide a more traditional, spoonable experience.
Together, they showcase how Yasso brings the goodness of Greek yogurt to life through delicious, satisfying treats, giving customers a wellness-focused option that still feels like a real indulgence. As we further establish Yasso in Canada, we’ll be listening closely to consumer feedback and purchasing behaviour to understand which flavours, formats and occasions resonate most, helping inform our approach to future growth.
Yasso will launch exclusively through Loblaws nationwide ahead of a broader Canadian rollout in 2027. What are the objectives of this initial retail partnership, and what will determine the timing, scale and distribution of the national expansion?
Partnering with one of Canada’s largest retailers gives us a strong platform to introduce Yasso to consumers at scale, while building brand awareness and gaining valuable insights into consumer preferences, purchasing behaviour and product performance. Those insights will help inform our approach to broader expansion in 2027. Our priority is to establish a strong foundation for long-term success while ensuring we continue to meet the evolving needs of Canadian consumers.
Yasso grew U.S. dollar sales at a compound annual growth rate of 17.1 per cent from 2020 to 2025. What lessons from that growth will inform the brand’s Canadian strategy, and what sales, distribution or market penetration targets has the company established for Canada?
Yasso’s sustained growth in the U.S. demonstrates the strength of a protein-forward frozen Greek yogurt that brings together delicious taste and wellness benefits without compromising on flavour. A key learning has been the importance of offering consumers choice across different formats and snacking occasions, and we’re bringing that understanding to Canada while adapting to local preferences and retail dynamics. Our initial priority is to build awareness and establish a strong foundation for growth through our launch with Loblaws. While we’re not sharing specific sales, distribution or market penetration targets at this stage, we see significant opportunity for long-term growth for Yasso in Canada.
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