The Magnum Ice Cream Company’s $35 million transformation of its Minto facility marks a new era for Australian food manufacturing – one where advanced automation, local sourcing and smart packaging innovation are driving sustainability and growth. Lindy Hughson writes.
Located in Sydney’s south-west, the Minto site has been the beating heart of The Magnum Ice Cream Company’s operations for more than 20 years, producing iconic Streets brands such as Blue Ribbon, Golden Gaytime, Magnum, Paddle Pop and Weis. Today, it makes nearly three million ice cream servings every day and is responsible for around 63 per cent of all ice creams sold by the company across Australia and New Zealand.
The upgraded facility represents a significant milestone not only for the business but also for the local Campbelltown community. It supports innovation and productivity as part of the company’s global supply-chain transformation program, which is strengthening Australia’s position as a centre for advanced food manufacturing.
“This is a proud moment for everyone here in Minto,” said Waqas Zaheer, head of manufacturing ANZ. “We’ve worked hard to streamline this site, which is now recognised as a top performer in our category for supply chain and customer service.”
Automation and digital systems driving change
The transformation has introduced new automation and advanced manufacturing technology across the site, delivering improvements in production output, safety and operational efficiency. The factory’s support office has also been completely refurbished, with a design inspired by the company’s classic Streets ice-cream parlours – a nod to its heritage of ‘bringing joy to generations of Australians’.
While this round of investment was not specific to packaging equipment, the company confirmed that a new production line incorporating packing automation is on the horizon. “Watch this space,” Zaheer said.
What has already been implemented, however, is a suite of smart packaging technologies aimed at improving accuracy and connectivity between packaging, production and logistics. The most significant of these is the integration of 2D barcodes into packaging artworks. These barcodes enable real-time verification during production, ensuring the correct packaging is used for each product run and reducing the risk of errors during changeovers.
“This strengthens traceability and streamlines inventory management,” the company said. “It’s a practical example of how smart packaging can enhance efficiency and product integrity while supporting our digital transformation.”
Circularity in action
The Minto site has also achieved one of the rarest feats in Australian food manufacturing – zero waste to landfill – thanks to a major upgrade in waste management infrastructure. In late 2024, The Magnum Ice Cream Company installed one of Australia’s first food-industry depackaging units, designed to process product and packaging waste more efficiently.
The system shreds and separates ice-cream waste into liquid and dry streams. Liquid waste is processed onsite, while dry waste is sent to a recycling partner to be converted into usable products. The impact has been substantial: overall waste has been reduced by 72 per cent compared to 2023.
“This investment has transformed the way we think about waste,” the spokesperson noted. “It’s helped us close the loop on resources and demonstrate that circular economy principles can be applied effectively in large-scale food production.”
Strengthening the local packaging supply chain
The Minto upgrade reinforces the company’s commitment to supporting local industry and reducing environmental impact through local sourcing. All packaging used at the Minto site is produced locally by Australian manufacturers, encompassing processes such as printing, cutting and forming – a move that significantly reduces transport emissions and strengthens domestic supply-chain resilience.
“More than 60 per cent of all materials used at Minto are locally sourced,” Zaheer confirmed. “While some components, such as ice-cream sticks, are imported, our broader sourcing strategy prioritises local suppliers wherever possible. We’re also working closely with partners to trace raw material origins and ensure our packaging choices advance resource efficiency and waste reduction.”
Fast-tracking product innovation
Innovation remains central to The Magnum Ice Cream Company’s strategy, with ten new products launched in 2024 and more to follow in 2025, including the new Magnum Boysenberry and Golden Gaytime Lamington varieties. The company attributes this agility to a close working relationship between its packaging and R&D teams, who collaborate from the earliest stages of product development.
“Packaging plays a pivotal role in enabling speed-to-market for new products,” Zaheer said. “Our packaging and R&D teams work hand-in-hand, using digital collaboration tools and agile workflows to rapidly prototype and test packaging designs. This allows us to respond quickly to consumer trends while maintaining our high standards for quality and brand consistency.”
Packaging as a growth driver
The investment in Minto is not only about efficiency; it’s also about strengthening The Magnum Ice Cream Company’s ability to grow and compete in a rapidly evolving market.
“Packaging is the first and last touchpoint for consumers – it tells our story, protects our product and supports responsible disposal,” Zaheer said. “As we expand our portfolio and explore new formats, our focus is on smart, sustainable and consumer-centric packaging that elevates the entire ice-cream experience.”
General manager ANZ Scott Mingl added that the Minto upgrade represents a long-term commitment to innovation in Australia. “This is a major step forward for our business,” he said. “We’re proud to be backed by a local factory, a passionate R&D team and an agile end-to-end supply chain. This investment positions us to disrupt the ice-cream market and deliver new innovations at speed.”
Sustainable growth
With more than 400 people employed across the Minto factory, offices and broader operations, The Magnum Ice Cream Company’s investment demonstrates confidence in Australia’s food manufacturing future. By pairing automation with smart packaging, circular waste systems and local sourcing, the company is setting a new benchmark for how sustainability and productivity can go hand-in-hand.
As Zaheer puts it: “Our goal is simple – to continue spreading joy through the ice creams Australians love, made right here in Minto, with packaging and production systems that reflect the very best of Australian innovation.”
This article was first published in the November–December 2025 print issue of PKN Packaging News, p24
