Ice Cream Craze By: Anne dela Cruz Philippine Business Magazine: Volume 11 No.3 - Enterprise A group of friends finds the right formula for a successful ice cream business They were at the peak of their careers. Jose Celdran, Rosalinda Custodio, Vivien Ongkiko, and Edgardo Garcia were all executives in the international distribution arm of Magnolia ice cream. But when San Miguel decided to sell Magnolia to Nestle in 1996, the four executives already knew what they wanted to do after their stint in the corporate world. More... Retirees create ice cream that leave others cold By: Meluchi A. Rivera Inquirer News Service 7/20/02 SUCCESS tastes sweet, or so the saying goes. For Fruits in Ice Cream (FIC), it is also rich and creamy, with just the right hint of tartness. FIC, you see, has gained a loyal following mainly by word-of-mouth. And all the brand needs to sell itself is a spoonful of any of its variants in Mango, Ube, Halo-Halo, Vanilla, Tsokolate, Cappuccino, Green Tea, Rocky Road, Macapuno, Strawberry and Durian. More... Fruits in Ice Cream sets expansion plan Philippine Star 6/5/02 Ice cream can only be called ice cream when it contains 100 percent milk derived fat. In the market today, few brands conform to this high-quality standard and one of them is Fruits in Ice Cream, or FIC. The brand has premium flavors, like mango, ube, halo-halo, vanilla, tsokolate, cappuccino, green tea and rocky road, plus gourmet flavors like macapuno, strawberry and durian. More...

Good value for good ice cream (The Food People, Inc.) By: Cathy Rose A. Garcia 5/7/02 Ice cream afficionados in the country have often complained of the lack of high-quality locally made ice cream comparable to foreign brands like Baskin Robbins or Haagen Dazs. But true ice cream lovers in the metropolis have found the next best thing in Fruits in Ice Cream (FIC) a light, creamy, low-fat dessert with real fruits. More...   Your Favorite Fruit in Your Favorite Dessert By: Joseph Cortes 8/30/00 If you think you've tried all the ice cream brands you've heard off, well, you haven't. Make room for one more. By yearend, Fruits in Ice Cream (FIC), a premium brand ice cream line, will finally be stocked in supermarket freezers. The name might not be familiar, but in Japan and the West Coast, FIC has already gained a following in the past three years. In fact, it was reported that the ice cream brand might have been served in the recent G-8 Summit meeting in Okinawa, Japan. More...   New Player Hits the Market Via the Taste Buds and a Higher Price By: Tina Arceo-Dumlao IN AN ice cream world dominated by two big players-Nestlé Magnolia and Selecta Walls-it is a formidable challenge for new ice cream players to get a significant piece of the market. More...