A viral food trend taking social media by storm has sent dessert lovers into a frenzy, with shoppers reporting shortages of a freezer staple at select supermarkets across the country.
The wild hack — which has amassed millions of views across TikTok and Instagram — is surprisingly simple, yet undeniably decadent.
Foodies are taking a fresh buttery croissant, slicing or hollowing out the flaky pastry inside, sliding an entire stick-bound Magnum ice cream into the middle, pulling out the wooden stick, and eating the whole thing like an ultra-indulgent ice cream sandwich.
It has become a full trend where people are using different types of Magnum ice creams and croissants to try different flavours of the treat.
Social media explodes over two-ingredient hack
Fans online have dubbed the mashup an absolute game-changer, praising the combination of warm, flaky croissant pastry with the hard chocolate shell and velvety vanilla ice cream of a classic Magnum.
Many people have praised the mixture online.
“Wait yum,” one person commented on a TikTok video.
“That looks amazing,” a second person commented.
“I ate this, and then I ate another,” one person chimed in.
“I wanna try this so bad,” another user explained.
“Looks really delicious,” echoed another.
Magnum themselves have even chimed into some videos, commenting on one TikTok saying, “honestly … invention of the summer”.
Magnum reacts as pastry-ice cream fusion boom takes over
The internet’s obsession with jamming ice creams into baked goods hasn’t gone unnoticed by the brand itself.
Streets Ice Cream Australia and New Zealand Marketing Director Kalli Swaik confirmed the brand is watching the viral bakery craze unfold with interest.
“Innovation and R&D sit at the heart of everything we do, and that same spirit is what’s driving this latest croissant trend, with people bringing bakery and ice cream together in playful new ways,” Ms Swaik told news.com.au.
“It’s that same appetite for reimagined, familiar flavours that led us to create our most exciting collab ever conceived – Junior – Golden Gaytime and Cinnabon’s love child, bringing together Golden Gaytime’s iconic biscuit crumb with Cinnabon’s signature cinnamon and cream cheese flavours.”
The rise of the ‘bakery-meets-freezer’ dessert trend
The viral Magnum croissant hack isn’t happening in a vacuum.
It points to a massive broader trend taking over Australian supermarkets and dessert bars: blending iconic ice creams with sweet pastry favourites.
Brands are racing to capitalise on the public’s obsession with sweet mashups.
The Golden Gaytime and Cinnabon collaboration brings together Golden Gaytime’s iconic creamy-and-crunchy toffee-biscuit experience with Cinnabon’s warm cinnamon and cream cheese frosting notes.
Nestlé has also recently jumped into the fray with its new Maxibon Cinnamon Scroll variant — available exclusively at Woolworths and Ampol service stations — which infuses the legendary ice cream sandwich with the spiced, glazed flavours of a fresh cinnamon roll.
Whether it’s a DIY hack crafted in a home kitchen or a major brand collaboration hitting supermarket shelves, one thing is clear: Aussies no longer want to choose between the bakery and the freezer aisle.