Ice cream has been a staple in the Philippine confectionery market. Well-renowned local brands like Selecta and Magnolia have been endearing Filipino hearts and taste buds for decades. The former was founded in 1933 by the Arce family, while the latter made its mark in 1925 as San Miguel Corporation’s staple dairy line. Selecta’s current heartbrand logo is directly influenced by that of Wall’s, a multinational ice cream behemoth that hails from Great Britain. The current Selecta logo was adopted in the Philippine retail market in 1999. Interestingly, Nestlé did not venture into the ice cream industry until 1994, the year it collaborated with Magnolia. The latter was highly instrumental in imparting the fundamentals of ice cream production to the former, which specialized in milk-centered products like Bear Brand and Milo. Hence, the creation of the short-lived Magnolia-Nestlé brand, which lasted until 1998. Now that Nestle Philippines operates its very own ice cream department, the multinational giant already has the necessary instruments for producing and distributing ice cream tubs and cups at major supermarkets and convenience stores nationwide. Of course, the same thing applies to the other two giants, Magnolia and Selecta.
Consumers regularly encounter these prominent names from supermarkets, convenience stores, and mainstream media via advertisements. Apparently, these brands employ powerful marketing tactics centered around family-orientedness and the youthful endorsers and commercial models who make ice cream consumption an acceptable post-meal habit. However, not all consumers are aware of the humble origins of this cold-tempered dessert.
