The Magnum Ice Cream Company has partnered with Seabin in a move aimed at better understanding and reducing ice cream packaging waste in Sydney Harbour.
Announced on 18 February in Sydney, the collaboration will see The Magnum Ice Cream Company (TMICC), owner of Streets ice cream in Australia, work with the Australian founded clean-tech company to monitor soft plastic litter in marine environments and use the data to inform future action.
The partnership comes as TMICC continues to define its environmental responsibilities as a newly formed standalone business. With Australians placing high value on coastal environments, the company says it recognises the role brands play in helping protect local marine ecosystems.
Seabin’s smart pollution capture units operate in marinas and urban harbours, collecting floating debris while also generating data on the types and volumes of waste recovered. Monitoring in Sydney Harbour shows that microplastics account for 54.77 per cent of waste collected, with soft plastics representing 18.69 per cent, making them the second largest category.
According to Seabin’s data, around one per cent of all plastic food wrappers recovered are Streets ice cream wrappers. While that share appears small, it translates to thousands of individual pieces of packaging entering the harbour.
The insight has prompted a more targeted response. The partnership will focus on measuring and monitoring the proportion of Streets related soft plastic litter over time, identifying pathways and sources, and exploring ways to reduce the material ending up in the marine environment.
Scott Mingl, general manager ANZ at The Magnum Ice Cream Company, said the data provided an opportunity for reflection and action.
“Australians care deeply about their oceans, and so do we. When Seabin first reached out to us with their waste report it was a moment for us to pause and reflect on our role in that picture,” he said.
“This partnership is about taking practical steps: supporting technology that helps remove plastics, working with real data that shows where waste may be coming from, and engaging with communities to encourage responsible disposal. We’re pleased to work with Seabin and to use these insights to help guide our long term approach.”
Pete Ceglinkski, CEO at Seabin, said the collaboration demonstrates how brands can respond constructively when confronted with evidence of their environmental footprint.
“Our vision is simple: if you’re part of the problem, you should be part of the solution. We all love ice cream, and because of that, everyone has a role to play,” he said.
“We’re proud to work with TMICC to help address their plastic footprint, and we value their transparency in acknowledging their role and responsibility in keeping Sydney Harbour cleaner.”
Ceglinkski added that Seabin hopes the partnership will encourage other FMCG companies to take a data-led approach to managing plastic waste and to prepare for what he described as a new and emerging nature-positive market.
Under the agreement, TMICC will support Seabin’s pollution prevention and monitoring activities in Sydney Harbour, including ongoing data collection through Seabin’s platform and transparent reporting on environmental impact. The collaboration will also involve community engagement initiatives aimed at raising awareness about responsible disposal and litter prevention.
For the packaging sector, the partnership highlights the growing expectation that brand owners move beyond design and material commitments to actively monitor real world outcomes. As marine litter data becomes more granular and brand specific, the ability to measure impact may increasingly shape how companies manage their plastic footprint and communicate progress.
