Magnolia Ice Cream free essay sample

This is the Magnolia Ice Cream Plant. It is the cornerstone of Magnolia’s legacy in making the finest ice cream in Philippine history†¦ A symbol of Magnolia’s commitment to provide families with products and services of superior quality and excellent taste†¦ A showcase of the best equipment and technology in ice cream production Home to highly-driven individuals dedicated to continue making Magnolia Ice Cream a world class name and an integral part of the Filipino’s rich heritage†¦ It is a testament to San Miguel Pure Foods Company’s core purpose of nourishing and nurturing families worldwide†¦ Magnolia Ice Cream†¦ Only the Best will do. MAGNOLIA ICE CREAM Magnolia Dairy Ice Cream is a Philippine brand of ice cream sold domestically in the Philippines and in other markets such as Thailand, the United States, Australia, Malaysia, and Singapore. Magnolia was founded in 1925[1] and the companys tropical ice cream flavours include Halo-halo (a mix of fruits and beans), Buko Pandan (young coconut with pandan), Mais-Queso (corn and cheese), avocado, Nangkasuy (jackfruit with cashew), Ube and Buko Salad (young coconut and fruit), and Macapuno (coconut sport). The brand also offers mango and other flavours like chocolate, strawberry, and vanilla. [2] They also sell special-edition ice cream dubbed Flavor of The Month, which is only sold for a month. Magnolia is a division of San Miguel Corporation, one of Asias largest food and beverage conglomerates. [2][2] It was purchased by Nestle Philippines in 1999, but the brand was relaunched by San Miguel in the Philippines in 2004 after a five year hiatus. Upon reintroduction rocky road, cookies and cream, dulce de leche and double dutch were added as gold label flavors. In 2008 the company introduced Coffee Vienna and Waffle Cheesecake for the Christmas holidays. [3] Magnolia brand ice creams originated in Manila, a tropical city with a hot and humid climate. [4] Flavors like purple taro ice cream, are said to be especially refreshing, and one reviewer compared it to cookies-and-cream. HISTORY From the 1960s until the 1990s Magnolia operated an ice cream parlor at its plant along Aurora Boulevard in Manila, where customers could feast on traditional concoctions like banana splits, sundaes and parfaits. Favorites were Ernie and Bert, Black and White, the Choo-choo Train, Banana Split Fudge, Marshmallow Nut Sundae, and the Coney Island. Magnolia opened many additional locations around the city. [1] The parlor was part of the deal when Magnolia was acquired by Nestle in 1996[1] and the name Magnolia was phased into Nestle branded ice creams, but it was reintroduced in 2004 by San Miguel[5] and the parlor reopened with a partner in 2008. [6] The division had been marketed as one of the family brands of San Miguel. [7] The reintroduction followed the expiration of a non-compete clause. The company expanded and modernized in the early 1990s, with three new plants including one in Iliolo, part of a P25 billion investment plan. [9] Other ice cream production plants were located in Quezon City, Cebu, Davao and Cagayan de Oro, reducing transportation costs. [9] San Miguel had been barred from participating in the ice cream industry for five years starting in 1998, following the sale of its 45% stake in its joint venture with Nestle S. A. of Switzerland, Nestle Philippines Inc. [8] due to a non-compete clause in the agreement. A multi-product industrial park and plant was planned in the Laguna industrial park in Santa Rosa City outside Manila costing $18 million and was expected to come on line in 2005. San Miguel is one of Asias largest food and beverage conglomerates. [8] The company is working to regain market leadership in bulk ice cream through innovations in product packaging and cheaper but premium quality products in a market at P5 billion and dominated by Unilever’s Selecta brand with 40 percent, Nestle with 35 percent and Magnolia with only two percent, as of 2008. In 2009 the company decorated its containers with artworks by renown Filipino artist Fernando Amorsolo. [10] That same year, the old plant at Aurora Boulevard was closed and later demolished to make way for a new residential and commercial site developed by Robinsons Land, eventually reopened as Robinsons Magnolia three years later, with Magnolia Residences opening soon. The Magnolia Ice Cream parlor is located at the new mall. [11] The Magnolia Ice Cream plant is now located in Sta. Rosa, Laguna, which is in operation since 2010. INTERNATIONAL OPERATIONS In Thailand, Magnolia is manufactured by Singapore based Fraser Neave, a company that in 1999 established its first presence in Thailand with 500 million baht investment to buy the United ice-cream brand from a Thai partner [13] After the acquisition, it closed all ice-cream factories in Singapore and Malaysia and relocated the production to Thailand and FN rebranded the United ice-cream into Magnolia. Six years later FNs Magnolia is profitable according to a company executive and among the top three brands in Thailands six-billion-baht ice-cream market, after Walls of Unilever Thai Trading and Nestles Thai division. About 60 percent of the total output is slated for exports. [13] The company produced over 300 stock-keeping units in 2005, the smallest unit of measure when the ice-cream is issued from or returned to a warehouse, and had a research and development centre exclusively for the Magnolia ice-cream. [13] According to  an executive, We want to make Thailand stronger as a production centre for Magnolia ice-cream. We have no plans to move the plant to China as we believe Thailand can produce better and high-quality products. [13] In the United States, the Magnolia Brand and Trademark are owned by a separate family business which has no connection to San Miguel Corporation. The ice cream is manufactured by Ramar International Corp. in Pittsburg, California which produces a quality line of ice cream based on traditional Filipino flavors including their best seller, Ube, an ice cream made from purple yams. Currently, Ramar Foods produces one of the only tropical ice cream products in the industry made from real Butterfat, as opposed to Mellorine, which is common among tropical ice cream brands. According to manufacturing manager Steven Eis, the ice cream is very popular in the Filipino communities and is sold in ethnic grocery stores throughout California and Hawaii. But its beginning to draw customers from outside the market as people search for alternatives to vanilla and chocolate.