Author: admin

  • MRI May Aid Early Pancreatic Cancer Detection in Diabetes

    MRI May Aid Early Pancreatic Cancer Detection in Diabetes

    TOPLINE:

    MRI-based screening in patients older than 50 years with new-onset or deteriorating diabetes detected stage IB pancreatic cancer in a patient with deteriorating diabetes, highlighting the need for targeted screening in this high-risk population.

    METHODOLOGY:

    • New-onset diabetes in patients older than 50 years was found to increase the risk for pancreatic cancer by six- to eight-fold, and recent evidence suggests that the deterioration of diabetes in individuals with stable, long-standing disease may also be an indicator of subclinical pancreatic cancer.
    • Researchers conducted the PANDOME study to evaluate the effectiveness and safety of MRI-based screening for the early detection of pancreatic cancer in patients with new-onset diabetes (n = 97; median age, 61 years; 63.9% women) or deteriorating diabetes (n = 12; median age, 68 years; 58.3% women).
    • New-onset diabetes was defined as elevated A1c levels within the past 12 months, whereas deteriorating diabetes was defined as long-standing diabetes (> 2 years) with a > 2% increase in A1c levels over the past 6 months not linked to weight gain or diabetes medication noncompliance.
    • All patients underwent MRI/cholangiopancreatography, blood biobanking, and anxiety/depression monitoring; MRI results were scored as normal, benign-abnormal, suspicious, or incidental findings.

    TAKEAWAY:

    • Compared with patients with new-onset diabetes, those with deteriorating diabetes had significantly higher A1c levels (P = .02), greater weight loss (P = .0038), and increased insulin requirements (P < .0001).
    • Among 109 participants, more than 50% had small cystic lesions with an average size of 6 mm, prompting seven endoscopic ultrasound procedures — four of which required biopsies. Of the four pancreatic biopsies performed, one revealed stage IB pancreatic ductal adenocarcinoma in a patient with deteriorating diabetes.
    • Extra-pancreatic incidental findings were detected in 8.2% of cases, with two requiring biopsies, revealing one new diagnosis of follicular lymphoma and one diagnosis of recurrent lymphoma.
    • According to the Enriching New-Onset Diabetes for Pancreatic Cancer score — where a high-risk score predicts a 3.6% probability of pancreatic cancer within 3 years — the deteriorating diabetes group had a higher proportion of high-risk individuals than the new-onset diabetes group (75% vs 35.6%).

    IN PRACTICE:

    “Preliminary results from the PANDOME study support further MRI-based PC [pancreatic cancer] screening research efforts in individuals with NOD [new-onset diabetes] and DD [deteriorating diabetes],” the authors concluded.

    SOURCE:

    This study was led by Richard Frank, MD, Division of Hematology/Oncology, Nuvance Health, Norwalk, Connecticut. It was published online in The Journal of Clinical Endocrinology & Metabolism.

    LIMITATIONS:

    T his study faced challenges with low accrual rates due to healthcare network realignments and high declination rates by potential participants. Selection bias potentially led to lower detection rates, as most participants were referred by primary care physicians or endocrinologists. Moreover, the majority of participants were White individuals (83%), despite higher pancreatic cancer risk among Black populations, limiting generalizability.

    DISCLOSURES:

    This study received support from a Tribute to Pamela/The Naughton Family Fund, the Rallye for Pancreatic Cancer, Pacific Crest Trail for Pancreatic Cancer, and the Glenn W. Bailey Foundation. The authors declared no conflicts of interest. 

    This article was created using several editorial tools, including AI, as part of the process. Human editors reviewed this content before publication.

    Continue Reading

  • In memory of Diogo Jota and André Silva – UEFA.com

    1. In memory of Diogo Jota and André Silva  UEFA.com
    2. Liverpool forward Diogo Jota dies in car crash  BBC
    3. Liverpool’s Portuguese forward Diogo Jota dies in car crash in Spain: report  Dawn
    4. Live updates: The death of Liverpool star Diogo Jota  CNN
    5. Liverpool football star Diogo Jota killed in car crash  Sky News

    Continue Reading

  • Tecno Spark 40 Series Launches With 144Hz Displays Starting at Just $133 – ProPakistani

    1. Tecno Spark 40 Series Launches With 144Hz Displays Starting at Just $133  ProPakistani
    2. Tecno Spark 40 series announced, 40 Pro+ debuts Helio G200 – GSMArena.com news  GSMArena.com
    3. The Tecno Spark 40 series has a $214 model that puts some iPhone 16 specs to shame  PhoneArena
    4. Its Sleek, Powerful, and Made for the Hustle, Pre-Order the TECNO SPARK 40.  BellaNaija
    5. For the bold and ambitious — TECNO’s new SPARK 40 is built different.  TechCabal

    Continue Reading

  • Vaginal microbiome fights back against stubborn BV infections

    Vaginal microbiome fights back against stubborn BV infections

    New research reveals how the vaginal microbiome can sabotage antibiotic treatment, explaining why bacterial vaginosis keeps coming back, and what it will take to finally stop it.

    Study: Vaginal pharmacomicrobiomics modulates risk of persistent and recurrent bacterial vaginosis. Image credit: Kateryna Kon/Shutterstock.com

    Scientists have reviewed the available literature to document the effect of vaginal microbiome-drug interactions on the efficacy of antibiotics against recurrent bacterial vaginosis (BV). This review has been published in Npj Biofilms and Microbiomes.

    Bacterial vaginosis: Prevalence, symptoms, and diagnosis

    BV is a common infection occurring in women of reproductive age causing discomfort and pain in the vagina. Although the majority of BV patients experience no symptoms, some women may have a prominent vaginal discharge with a fishy odor, along with burning and itching sensation.

    BV is characterized by vaginal bacterial dysbiosis, particularly a loss of Lactobacillus, which may pose severe health threats. For instance, it increases the risk of sexually transmitted infection (STI), pelvic inflammatory disease, preterm birth, and preeclampsia in pregnant women.

    Global prevalence of BV varies significantly. A recent survey estimated that approximately 30% of US women of reproductive age have BV, and this number increases to more than 50% in sub-Saharan African women.

    Since no single causative agent of BV is known, it is diagnosed using the Nugent Score. It is also diagnosed clinically through nucleic acid amplification tests (NAATs) or by identifying the presence of at least three Amsel criteria, including a pH greater than 4.5, characteristic homogeneous milk-like vaginal discharge, a fishy odor, and 20% clue cells.

    However, the authors emphasize that routine screening for asymptomatic BV is not generally recommended, as treatment may not significantly reduce adverse pregnancy outcomes.

    High recurrence rate of bacterial vaginosis

    Although antibiotic therapy, such as metronidazole, tinidazole, or clindamycin, is recommended to treat BV, a high recurrence rate within one to six months of treatment has been recorded in approximately 20% to 70% of women.

    Key contributing factors, rather than a single cause, to high BV recurrence rates are the persistence of protective bacterial biofilm, and antibiotic resistance within the bacterial biofilm and vaginal canal. Other factors that contribute to this recurrence include non-adherence to multidose therapy, continual exchange of pathogenic bacterial vaginosis-associated bacteria (BVAB) between sexual partners pre or post treatment, and inability to restore optimal levels of Lactobacillus in the vaginal microbiome.

    How vaginal pharmacomicrobiomics affect the efficacy of antibiotic therapy?

    Pharmacomicrobiomics involves the interaction between drugs and microbes, which is crucial for enhancing the scope of precision medicine. It focuses on understanding how microbiome variations affect drug disposition, toxicity, and efficacy. The microbiome present in various anatomic sites, such as the mouth, gut, skin, lungs, and vagina, may either improve or hinder the efficacy of drugs.

    Overexpression of a DNA repair protein (RecA) in Bacteroides fragilis, a common gut and vaginal commensal bacterium, elevates resistance to metronidazole. Previous studies have indicated that oral metronidazole only temporarily reinstates healthy vaginal microbiota in patients with recurrent BV. A higher prevalence of Prevotella before treatment and Gardnerella post-treatment has been associated with enhanced risk of BV recurrence.

    Many scientists have hypothesized that vaginal microbial dysbiosis is associated with modifications in drug disposition, activity, and toxicity, which contributes to antibiotic resistance and adverse reproductive outcome due to genital infection. For instance, the metabolism of the anti-HIV drug, tenofovir (TFV), by Gardnerella vaginalis has been linked to reduced HIV prevention efficacy. TFV reduced HIV incidence by only 18% in African women with G. vaginalis-dominated (BV-like) microbiota and 61% in women with Lactobacillus-dominant microbiota.

    Host-specific and drug-specific factors determine the systematic distribution of drugs in different body parts. Multiple studies have shown that a dysbiotic female genital tract causes BV to increase the local pH by trapping ions that reduce the effectiveness of tenofovir disoproxil fumarate (TDF). It also promotes alterations in other factors essential for the drug compound to migrate across the female genital tract compartment to treat BV.

    Previous studies have also shown that T-cell uptake of TFV is influenced by alterations in vaginal microbiota and pH, contributing to the drug’s inconsistent efficacy in BV-positive individuals. An abundance of specific microbes, such as Lactobacillus, may alter the movement of drugs across the genital tract by modifying local drug transporters in a pH-dependent or independent manner. Bacteroides and Prevotella are two common BVAB highly resistant to metronidazole by altering pyruvate fermentation.

    The importance of vaginal pH on drug efficacy has also been shown in labor induction for term or preterm birth. It has been speculated that vaginal microbiota could indirectly influence the effectiveness of drugs by altering host drug metabolism and producing bacterial metabolites that compete with the drug receptor.

    Reproductive hormones directly regulate the composition and abundance of the vaginal microbiome during the menstrual cycle and pregnancy, which may influence how drugs are absorbed and metabolized, particularly when using vaginal inserts or pessaries.

    Transporters recognize and export various antibiotics, including β-lactams, macrolides, and aminoglycosides, to their target sites. Multiple studies have shown that G. vaginalis, a renowned BVAB, upregulates efflux pumps and ABC transporters, which significantly contribute to bacterial colonization and infection of host tissues and multidrug resistance by actively eliminating various antibiotics and metabolites from bacterial cells.

    The authors hypothesize that transport proteins expressed on vaginal epithelial cells and bacteria may be exchanged via extracellular vesicles. This speculative but plausible mechanism could further contribute to resistance and drug clearance. In addition to resistance, transporter proteins may influence how efficiently antibiotics reach and accumulate in vaginal tissues, potentially explaining some cases of treatment failure due to insufficient local drug exposure.

    Conclusions

    The current study hypothesized that the efficacy of recommended antibiotics for treating BV is reduced by vaginal microbiota-associated factors including pH and metabolism, leading to antibiotic resistance. Therefore, to improve therapeutic outcomes and decrease the incidence of persistent and recurrent BV, it is essential to consider the vaginal microbiome-drug interactions and efficacy of antibiotics against recurrent BV.

    The authors emphasize exploring novel strategies to enhance treatment, including probiotics, prebiotics, postbiotics, and bacteriophage therapies. They also suggest investigating the potential of transporter/enzyme inhibitors and new drug delivery systems to improve local drug exposure in the vaginal tract.

    They conclude that future research should leverage experimental models such as vaginal organ-on-chip systems and personalized metagenomic profiling to better understand these interactions and guide individualized treatment approaches.

    Download your PDF copy now!

    Journal reference:

    • Amabebe, E. et al. (2025) Vaginal pharmacomicrobiomics modulates risk of persistent and recurrent bacterial vaginosis. Npj Biofilms and Microbiomes. 11(1), 1-12. https://doi.org/10.1038/s41522-025-00748-0. https://www.nature.com/articles/s41522-025-00748-0

    Continue Reading

  • Governor doesn’t have authority to topple KP govt, says CM Gandapur

    Governor doesn’t have authority to topple KP govt, says CM Gandapur



    Pakistan


    He added that an inquiry into the Swat incident is ongoing



    Follow on

    Follow us on Google News


    PESHAWAR (Dunya News) – Khyber Pakhtunkhwa Chief Minister Ali Amin Gandapur stated on Thursday that Governor Faisal Karim Kundi does not have the authority to topple the provincial government.

    Speaking to the media in Peshawar on Thursday, Chief Minister Gandapur remarked that Governor KP Kundi couldn’t even win a councilor’s election.

    He added that an inquiry into the Swat incident is ongoing and action will be taken wherever negligence is found. He vowed that those responsible for the Swat tragedy will be punished, and illegal constructions along rivers will be demolished.

    Meanwhile, Senator Irfan Siddiqui said that no such tactic will be used that could push Khyber Pakhtunkhwa into a crisis. He added that interpreting the Governor’s meeting with the Prime Minister as a conspiracy is incorrect. “A vote of no confidence is a constitutional and legal process even Imran Khan himself faced it.”

    Additionally, the Peshawar High Court (PHC) has accepted Gandapur’s request for an extension of his protective bail and has ordered that the KP CM must not be arrested in any case.

    Read more: PTI warns against attempt to topple KP govt

     

    ‘ ;
    var i = Math.floor(r_text.length * Math.random());
    document.write(r_text[i]);

    Continue Reading

  • US couple could face trial in France over stolen shipwreck gold | France

    US couple could face trial in France over stolen shipwreck gold | France

    An 80-year-old US novelist and her husband are among several people facing a possible trial in France over the illegal sale of gold bars plundered from an 18th-century shipwreck after French prosecutors requested that the case go to court.

    Eleonor “Gay” Courter and her husband, Philip, 82, have been accused of helping to sell the bullion online for a French diver who stole it decades ago. They have denied knowledge of any wrongdoing.

    Le Prince de Conty, a French ship trading with Asia, sank off the coast of Brittany during a stormy night in the winter of 1746. Its wreck was discovered more than two centuries later, in 1974, lying in 10 to 15 metres (32-49ft) of water near the island of Belle-Île-en-Mer.

    The wreck was looted in 1975 after a gold ingot was discovered during a site survey.

    In the 1980s, archaeologists discovered fine 18th-century Chinese porcelain, the remains of tea crates, and three Chinese gold bars in and around the shipwreck. But a violent storm in 1985 dispersed the ship’s remains, ending official excavations.

    In 2018, the head of France’s underwater archaeology department, Michel L’Hour, spotted a suspicious sale of five gold ingots on a US auction house website. He told US authorities he believed they hailed from the Prince de Conty and they seized the treasure, returning it to France in 2022.

    Investigators identified the seller as Gay Courter, an author and film producer living in Florida. Courter said she had been given the precious metal by a couple of French friends, Annette May Pesty, now 78, and her partner Gerard, now deceased.

    Pesty had told the TV series Antiques Roadshow in 1999 that she discovered the gold while diving off the west African island of Cape Verde. But investigators found this to be unlikely and instead focused on her brother-in-law Yves Gladu, an underwater photographer.

    A 1983 trial had found five people guilty of embezzlement and receiving stolen goods over the plundering of the Prince de Conty. Gladu was not among them.

    Held in custody in 2022, Gladu confessed to having retrieved 16 gold bars from the ship during about 40 dives on the site between 1976 and 1999. He said he had sold them all in 2006 to a retired member of the military living in Switzerland. He denied ever having given any to the Courters.

    He had known the author and her husband since the 1980s and they had joined him on holiday on his catamaran in Greece in 2011, in the Caribbean in 2014 and in French Polynesia in 2015, investigators found.

    The Courters were detained in the UK in 2022 and then put under house arrest. French investigators concluded that they had been in possession of at least 23 gold bars in total. They found they had sold 18 ingots for more than $192,000 (£140,000), including some via eBay.

    The Courters claimed the arrangement had always been for the money to go to Gladu.

    A prosecutor in the western French city of Brest has requested that the Courters, Gladu, 77, and Pesty be tried, according to a document obtained by AFP on Tuesday.

    An investigating magistrate still has to decide whether or not to order a trial, but prosecutors said a trial was likely in the autumn of 2026.

    The US couple’s lawyer, Gregory Levy, said they had had no idea what they had been getting into. “The Courters accepted because they are profoundly nice people. They didn’t see the harm as in the United States regulations for gold are completely different from those in France,” he said, adding that the couple had not profited from the sales.

    Lawyers for the other suspects did not immediately respond to an AFP request for comment.

    Gay Courter has written several fiction and nonfiction books, some nautical-themed, according to her website. One is a thriller set on a cruise ship and another is her real-life account of being trapped on an ocean liner off the Japanese coast during a Covid quarantine in 2020.

    Continue Reading

  • TikTok struggles to stop the spread of hateful AI videos

    AI-generated videos from Google’s Veo 3 are spreading racist stereotypes on TikTok, despite both platforms having clear policies banning such content.

    Google’s Veo 3 video generator has enabled a new wave of racist AI content to spread across TikTok, despite both platforms having strict policies banning hate speech.

    According to MediaMatters, several TikTok accounts have shared AI-generated videos promoting antisemitic and anti-Black stereotypes, many of which still circulated widely before being removed.

    These short, highly realistic videos often included offensive depictions, and the visible ‘Veo’ watermark confirmed their origin from Google’s model.

    While both TikTok and Google officially prohibit the creation and distribution of hateful material, enforcement has been patchy. TikTok claims to use both automated systems and human moderators, yet the overwhelming volume of uploads appears to have delayed action.

    Although TikTok says it banned over half the accounts before MediaMatters’ findings were published, harmful videos still managed to reach large audiences.

    Google also maintains a Prohibited Use Policy banning hate-driven content. However, Veo 3’s advanced realism and difficulty detecting coded prompts make it easier for users to bypass safeguards.

    Testing by reporters suggests the model is more permissive than previous iterations, raising concerns about its ability to filter out offensive material before it is created.

    With Google planning to integrate Veo 3 into YouTube Shorts, concerns are rising that harmful content may soon flood other platforms. TikTok and Google appear to lack the enforcement capacity to keep pace with the abuse of generative AI.

    Despite strict rules on paper, both companies are struggling to prevent their technology from fuelling racist narratives at scale.

    Would you like to learn more about AI, tech and digital diplomacy? If so, ask our Diplo chatbot!

    Continue Reading

  • Wimbledon 2025: Results & updates

    Wimbledon 2025: Results & updates

    Seven Brits have already clinched wins on day one with Katie Boulter, Emma Raducanu, Sonay Kartal, Cam Norrie, Billy Harris, Arthur Fery and Oliver Tarvet fighting into the second round at SW19.

    This is the most British singles victories in a single day at Wimbledon in the Open Era.

    Meanwhile, losses came in for British No.3 Jacob Fearnley, Harriet Dart, Oliver Crawford, Henry SearleHannah Klugman and Mika Stojsavljevic.

    Boulter takes out ninth seed Badosa

    British No.2 Boulter claimed the biggest scalp of the day – beating world No.9 Paula Badosa 6-2, 3-6, 6-4 in just under two hours on Centre Court.

    The two-time Nottingham champion and Billie Jean King Cup star had to come back from a break down in the third set to claim her fourth career top 10 win.

    Serving to stay in the match at 5-4 down, Badosa seemed to completely tighten up while Boulter stayed solid to set up three match points and eventually seal the win off a mistake from the Spaniard.

    Boulter is now set to face Argentinian lucky loser Solana Sierra in the next round. This year she’ll be hoping to improve on her career-best third round at The Championships in 2022 and 2023.

    Raducanu & Kartal get off to winning starts

    Raducanu came through a battle of the Brits out on No.1 Court, defeating 17-year-old wild card Mimi Xu 6-3, 6-3

    That followed Kartal, who clinched the first British win of this year’s Championships over Jelena Ostapenko, winning 7-5, 2-6, 6-2 on Court 3.

    British No.1 Raducanu made a winning start in what proved to be a testing first round. After a slow start, Xu lifted her game and broke the former US Open champion twice to keep on serve in the second set.

    Raducanu – who has made the fourth round last year – showed her quality on the return and after a third break for a 4-2 lead managed to serve out the match in just under an hour and a half.

    Kartal fought back from 3-0 down to take the first set but couldn’t replicate the same comeback in the second as the Latvian levelled the scoreboard to a set apiece. The British No.3 quickly re-set in the decider to reel off six of the last eight games and seal a spot in the second round.

    Next up Raducanu will play former champion Marketa Vondrousova, while Kartal faces Viktoriya Tomova.

    First Wimbledon wins for Tarvet, Harris & Fery

    2025-Oliver-Tarvet-Wimbledon-R1.jpg

    Qualifier Tarvet made a dream start to his Grand Slam debut after he eased past Leandro Riedi 6-4, 6-4, 6-4.

    The 21-year-old – who had fought through three rounds of qualifying to reach the main draw at SW19 – needed just one break in each set to seal a milestone victory on his maiden Grand Slam appearance.

    Next up, he will face a blockbuster meeting against two-time defending champion Carlos Alcaraz.

    Harris put in a clinical performance against lucky loser Dusan Lajovic, with the 30-year-old breaking the Serbian five times on his way to clocking an impressive 6-3, 6-2, 6-4.

    It was a memorable day for Fery who simultaneously clocked his first Grand Slam singles victory and the biggest win of his career as he upset 20th seed Alexei Popyrin, 6-4, 6-1, 4-6, 6-4.

    The British wild card converted five of his 16 break point opportunties to secure his spot in the second round in two hours and 51 minutes.

    Harris plays Nuo Borges next and Fery will face Luciano Darderi.

    Former semi-finalist Norrie up and running

    225-Cam-Norrie-Wimbledon-R1-celebration.jpg

    Norrie earned a hard-fought 6-3, 3-6, 6-4, 7-6(3) win over HSBC Championships semi-finalist Roberto Bautista Agut in front of a packed crowd on Court 18.

    Holding a two sets to one advantage, it was Norrie who made the faster start in the fourth set tie-break as he quickly opened up a 6-3 lead.

    With a first match point in sight, Norrie looked to increase the pressure on Bautista Agut, dominating the rallied from the baseline to draw out the unforced error and clinch the win to lift the home crowd on their feet.

    Fearnley suffered a first round exit to Brazilian breakthrough star Joao Fonseca – losing out 6-4, 6-1, 7-6(5) in just over two hours.

    Former junior Wimbledon champion Searle lost to Ethan Quinn 4-6, 6-2, 7-6(11), 6-2, while Dart narrowly missed out on a spot in the second round to Dalma Galfi.

    Crawford took the opening set against Matteo Bellucci but couldn’t quite get over the line as he bowed out in a 6-7(2), 6-3, 6-4, 6-4 defeat.

    16-year-old Klugman put up a strong fight against 24th seed Leylah Fernandez but lost out in a 6-1, 6-3 defeat.

    Stojsavljevic looked to be on the comeback as she caught an early break against Ashlyn Krueger in the second set but eventually lost out to 6-3, 6-2.

    Continue Reading

  • India faces diplomatic backlash as Pakistan secures key UN roles amidst rising tensions – Ptv.com.pk

    1. India faces diplomatic backlash as Pakistan secures key UN roles amidst rising tensions  Ptv.com.pk
    2. Pakistan takes on presidency of UN Security Council  DW
    3. Kashmir issue echoes at United Nations  The Express Tribune
    4. Shafi Burfat calls UN’s security council role issue to Pakistan ‘murder of justice’  Hindustan Times
    5. Pakistan assumes Security Council presidency: UN credibility at risk, says Baloch leader Hyrbyair Marri  Times of India

    Continue Reading

  • Wall’s Mines Sweet Gold with Minecraft Ice Cream

    Wall’s Mines Sweet Gold with Minecraft Ice Cream

    Wall’s has crafted a major new partnership with Minecraft, the world’s best-selling video game, with the launch of a co-branded ice cream product set to excite fans and deliver real impact in-store, available exclusively at Morrisons.

    The new Wall’s x Minecraft ice cream stick reflects a shared spirit of creativity and play between the two brands. It signals a new era of fast, culturally relevant innovation from Unilever Ice Cream, soon to be known as The Magnum Ice Cream Company following the separation of the division later this year.

    The launch is a powerful demonstration of the business’ focus on agility and growth through licensing partnerships and emotional brand connection. The idea was developed in response to Minecraft’s surging cultural relevance and took just four months from concept to shelf.

    Leyal Eskin Yilmaz, chief marketing officer for Europe, UK, Ireland, Australia and New Zealand and head of global brands Wall’s, Cornetto and Twister at The Magnum Ice Cream Company, “This collaboration is a brilliant example of how the new The Magnum Ice Cream Company can respond quickly to culture, drive relevance and build brand excitement. Minecraft’s global popularity made this a natural fit, and we’re proud to have brought the idea to market at speed and scale.”

    Minecraft has become a global cultural force, with over 300 million copies sold and a player base whose average age is 24. Following the record-breaking Minecraft movie launch, which earned over $300 million globally in its opening week, and its weekly active users increased by more than 75% year-over-year the subsequent four weeks, making this moment perfect for a retail-facing activation.

    The 75ml ice cream stick is inspired by Minecraft’s iconic mining mechanic. It delivers a layered visual and sensory experience: a green vanilla top layer representing grass blocks, a cocoa middle layer as mud, and a vanilla base with bright blue crunchy inclusions that mimic the game’s hidden gems. At just 73 calories per stick, the product has been crafted to appeal to anyone who loves a sweet treat.

    From 1st July, the product will be available exclusively in Morrisons, supported by in-store POS, front-of-store activation, and feature space visibility. The ice cream will also be rolling out across The Netherlands, Italy, Poland and Spain later this year.

    Mike Kenny, ice cream buying manager from Morrisons said, “We are excited to be the exclusive UK retailer for this great piece of innovation from Wall’s and Minecraft. It is a great example of how strong licensing and cultural relevance can drive excitement in the category. We expect this product to resonate well with families and younger customers, and it is supported by an engaging activation plan that will bring excitement to our freezers this summer.”

    Licensing remains a key growth lever for the new company, enabling it to bring fresh energy and relevance to the category while tapping into fandoms with built-in engagement. By working with beloved, culturally active IP like Minecraft – where videos related to the game have been viewed more than 1.5 trillion times on YouTube – Wall’s is creating the must-try ice cream of the year.

    The activation is supported by a TikTok-first influencer campaign, designed to drive natural engagement and desirability across social channels, speaking to Minecraft fans in their own language and sparking conversation around the product, the game and the film, with plans to further expand the campaign in the future.

    This is a bold new step for Wall’s, and a clear path for The Magnum Ice Cream Company’s ambition to lead culture with speed, relevance and impact.

    The ice cream will come in four-pack multipacks available at Morrisons with a RRP of £3.00.


    Continue Reading