The Magnum Ice Cream Company (TMICC), owner of Streets ice cream in Australia, has announced a new partnership with Seabin to help prevent and reduce marine pollution and strengthen efforts to help protect Australia’s coastlines.

Through the partnership, TMICC will support Seabin’s efforts to:

• prevent and reduce plastic pollution entering Sydney Harbour
• measure and monitor soft-plastic pollution levels using Seabin’s data platform
• report transparently on the partnership’s environmental impact
• better understand the pathways and sources of ice cream packaging litter
• engage communities through education and awareness initiatives
• promote learnings publicly to encourage other brands to take responsibility for their plastic footprint.

Plastic food wrappers in Sydney Harbour

Seabin’s monitoring in Sydney Harbour shows that soft plastics (18.69%) are the second‑largest category of waste collected, behind microplastics (54.77%).

The data also indicates that around 1% of all plastic food wrappers recovered are Streets ice cream wrappers. While that proportion may appear small, it represents thousands of individual pieces of ice cream packaging entering the harbour – waste that can be easily prevented from getting there in the first place.

These insights underpin the partnership, which focuses on identifying opportunities to measure, monitor and reduce the proportion of Streets‑related soft plastic ice cream litter found in Sydney Harbour over time.

“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,” said Scott Mingl, General Manager ANZ at The Magnum Ice Cream Company.

“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.”

The partnership reflects TMICC’s commitment to reducing its plastic footprint and improving sustainability outcomes as it continues to define its environmental responsibilities as a newly formed standalone business. Australians deeply value their coastal environments, and TMICC recognises its role in helping protect local marine ecosystems.

Industry-wide responsibility

Pete Ceglinkski, CEO at Seabin, says the environmental technology start-up values TMICC’s transparency in acknowledging their role and responsibility in keeping Sydney Harbour cleaner.

“We hope this dynamic partnership sets a precedent for other FMCG businesses to follow suit and prepare for the new and emerging nature‑positive market,” he said.

“The brand‑agnostic trends we observe underscore the need for industry, communities and organisations to work together. With TMICC’s support, we can continue strengthening our monitoring capabilities and expanding our prevention efforts.”