The story of Magnum—one of the most iconic names in the ice cream franchise world—is not just one of sweet success, but of bold innovation, technical breakthroughs, and a well-kept secret that has only now come to light.
For generations, treats like Frigopie, Drácula, and Twister have marked the summer memories of millions. But few people know about the behind-the-scenes challenges that shaped these products. At the heart of many of them was Joan Viñallonga, a veteran ice cream developer at Frigo, who is finally sharing the secret that helped revolutionize chocolate-coated ice cream—and paved the way for Magnum’s global rise.
The Hidden Enemy: Humidity
As Viñallonga explains, one of the biggest hurdles in developing early chocolate-coated ice creams was an invisible adversary: moisture. Ice cream is mostly water, and water was chocolate’s worst enemy. Every time developers tried to apply the chocolate shell, it would crack, peel off, or simply refuse to stick.
One of the most ambitious projects at the time was Frac, an early forerunner of what would become Magnum. “Frac was one of the most complex products to develop,” says Viñallonga. “Using chocolate in this way was entirely new—and risky.”
A Rule-Breaking Revelation
With internal teams unable to solve the adhesion problem, Viñallonga made a bold move that was strictly against company policy. He secretly invited the brand’s chocolate supplier into the Frigo factory—an action that could have cost him his job.
“It was forbidden to let outsiders into the plant, but I did it anyway, early in the morning to avoid attention,” he recalls.
This rule-breaking decision turned out to be pivotal. Once on-site, the supplier immediately recognized the issue. The team had been attempting to make the chocolate layer ultra-thin, but it lacked the necessary grip to adhere to the ice cream’s moisture-rich surface.
The Micron That Made Magnum Possible
The solution was almost microscopic: a slight increase in the chocolate’s thickness—just a few microns—allowed it to bind properly with the air and water particles in the ice cream. That single adjustment made all the difference.
Shortly after, Frac launched successfully, and its format would later evolve into Magnum, one of the latest ice cream franchise success stories known for its luxurious taste and signature chocolate shell.
The Final Scoop
Viñallonga, now retired, finally feels free to tell the story of how disobedience and intuition saved the day. “Frac is the ice cream that excites me the most,” he says. “And no, they can’t punish me now—I’m retired.”
His act of innovation not only helped create a beloved treat but also set the foundation for what would become one of the most influential ice cream franchises in the world. Millions today enjoy Magnum without ever knowing that behind each perfect chocolate crack is a decision made in secrecy—a calculated risk that redefined frozen desserts.
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