Yasso Crosses Into Canada as Frozen Yogurt Bar Sales Climb 17% a Year

Yasso grew sales at a 17.1% compound annual rate between 2020 and 2025, and The Magnum Ice Cream Company is now spending that momentum on the frozen Greek yogurt bar's first market outside the U.S.: Canada.

The brand debuts this month exclusively through Loblaws, the Canadian supermarket chain. The initial lineup runs to four items: sea salt caramel and chocolate fudge bars, plus chocolate chip cookie dough and fudge brownie tubs. A full Canadian launch follows in 2027.

The expansion reflects a bigger bet at Magnum, which Unilever spun off last December and which also owns Breyer's, Ben & Jerry's and Talenti. The company said the move signals a broader opportunity to expand the role wellness-oriented products can play within frozen snacking — while its more indulgent brands give it flexibility to chase new consumption occasions and trends.

Why Canada, and why now?

Gina Kiroff, general manager of Canada at The Magnum Ice Cream Company, said Canada was a logical first international destination, with the wellness-focused frozen dessert segment growing three times faster than the broader category.

"Consumers aren't moving away from indulgence, but their expectations of it are evolving," Kiroff said. "They're increasingly looking for snacks that deliver on great taste while fitting into their wellness goals and everyday routines. Yasso brings those needs together with a protein-forward frozen snack that doesn't compromise on flavour."

The backdrop helps. Yasso built its business on low-calorie frozen Greek yogurt treats, riding consumer demand for permissible indulgences that don't sacrifice taste. Yogurt itself has picked up an added health halo as a go-to protein source — especially among people taking GLP-1 medications for weight loss, who are actively hunting protein-forward foods.

What does this change for the brand?

Plenty, in trajectory terms. Yasso was purchased by Magnum's former parent Unilever in 2023 specifically to expand its novelty business with more health-focused options. In recent years the brand has stretched beyond bars into pints and sandwich formats — and now, beyond its home market. That's roughly one new vector every couple of years: format, then geography.

For retailers, the calculus is straightforward. A segment growing three times faster than the broader frozen dessert category is shelf space worth defending, and an exclusive with Loblaws gives the grocer first claim on that growth before the 2027 national rollout opens the field.

The bigger question is whether "permissible indulgence" keeps compounding once every freezer aisle rival piles in. For now, Magnum holds both ends of the spectrum — Ben & Jerry's on one side, Yasso on the other — and lets consumers decide how much wellness their dessert requires.