Tilray Brands, Inc., a prominent global lifestyle and consumer packaged goods company, has entered into a strategic partnership with The Magnum Ice Cream Company, the world's largest ice cream producer, to launch a new line of adult-oriented beverages under the iconic Popsicle brand. This collaboration aims to reimagine classic Popsicle flavors as ready-to-drink hard beverages, offering a nostalgic twist for consumers aged 21 and over in the United States.
Innovative Beverage Line Inspired by Beloved Flavors
The new Popsicle Hard flavored beverages will feature non-carbonated options with a 5% alcohol by volume (ABV), capturing the essence of traditional Popsicle tastes. Initial flavors include Hard Cherry, Hard Orange, and Hard Grape, designed to evoke childhood memories while providing an adult refreshment experience. A variety pack containing four of each flavor is set to roll out in March 2026, available at select retailers nationwide.
Strategic Partnership and Market Expansion
Prinz Pinakatt, Chief Growth Officer of Tilray Beverages U.S., emphasized the significance of this partnership, stating that it aligns with Tilray's goal to build a dynamic portfolio that connects with consumers across various occasions. He highlighted Popsicle's iconic status and the opportunity to translate its familiar flavors into a novel adult beverage format, showcasing Tilray's ability to bring innovative brand collaborations to market efficiently and at scale.
Pinakatt added that this initiative creates a fun and nostalgic experience for consumers while introducing something entirely new to the adult beverage aisle, leveraging Popsicle's widespread appeal and Tilray's expertise in beverage innovation.
Additional Launch and Retail Availability
In addition to the initial flavors, Tilray plans to launch a Popsicle Hard Firecracker beverage in May 2026, inspired by the popular red, white, and blue Popsicle ice pop, to cater to summer festivities. The beverages will be packaged in 12-ounce slim cans, with variety packs available at major retailers such as Walmart, Kroger, Albertson's, Safeway, Food Lion, Ingles, and Buc-ees across the country.
About the Companies Involved
Tilray Brands, listed on Nasdaq and TSX as TLRY, is a leading player in the lifestyle and consumer packaged goods sector, known for its innovative approaches to market trends. The Magnum Ice Cream Company, headquartered in Amsterdam, is the world's largest ice cream company, housing four of the top five global ice cream brands, including Magnum and Ben & Jerry's. With operations in 80 markets and revenue of €7.9 billion in 2025, it brings extensive industry experience to this partnership.
This collaboration marks a significant step in expanding adult beverage options, blending nostalgia with modern consumer preferences, and is expected to resonate well in the competitive U.S. market.
