MAGNOLIA, the finest name in dairy products, was known for it fresh, bottled milk and milk chocolate products. All that changed ij 1970, when MAGNOLIA went into the production of evaporated and condensed full cream milk products--in tin cans. Canned evaporated and condense milk were the most available and most popular forms of milk products that were used on a daily basis then, for a variety of uses.
MAGNOLIA EVAP and CONDENSED MILK were supported with tri-media advertising, complete with a memorable jingle that found its way on TV and the radio airwaves.
"ANG GATAS MAGNOLIA, EVAP O CONDENSADA
PABORITO NG PAMILYA, MASARAP TALAGA!"
The canned milk did not last long when more modern forms of packaging were intriduced in the 1980s--the Tetra pak. The reconsituted milk in casn were phased out as there were more established brands that weere deeply entrenched in the market, like LIBERTY, DARIGOLD, DUTCH BABY, ALASKA, which, in a few years would be replaced by tetra milk.
Today, Borden manufactures evaporated and condensed milk under the MAGNOLIA name, but these are not connected in any way related to the MAGNOLIA Inc. of the Philippines.
One of
the novelties introduced by MAGNOLIA Ice
Cream in the 1970s were the line of MAGNOLIA
ICE CREAM CAKES and ROLLS that were produced in limited numbers made for
special occasions. They were basically ice cream that were frozen in molds that
had special shapes (mortarboards, toys, logs, flowers and fruits) to mark Birthdays for adults and kids,
Graduations, Weddings, Debuts, and other milestones. They were airbrushed with food
coloring by hand and individually decorated.
The Ice Cream Cakes could also be
pre-ordered if one wants customization of the cakes. These were created at the MAGNOLIA Dairy Plant along Aurora Blvd.
where visitors can even see their production on the ground floor, next to the Magnolia Flavor House. These novelties
had a niche market and were popular treats that continued through the 1980s.
Eventually, the production of MAGNOLIA
Ice Cream Cakes and Rolls were phased out as the manual process proved to
be not cost-effective, making the products premium-priced. But for followers of
these ice cream novelties, they were one of the best ideas ever to come out from
the finest name in ice cream, MAGNOLIA.
In the early
1980s, SMC-MAGNOLIA entered the lucrative juice and juice drink market with
a brand called Nature’s Best Orange Drink. It had also introduced in 1981, a premium
bottled fruit juice brand called Magnolia Juice, in Orange, Mango and Guyabano flavors.
Nature’s Best proved to be more viable, especially with the growing shift from
bottled packaging to the cheaper, recyclable tetra-pack cartons.
TRUER TO THE FRUIT, Launch Ad, 1983
Magnolia
eventually dropped the more expensive bottled juice line and retained Nature’s
Best for some time, only to be incorporated in a new fruit drink line introduced
in 1983: MAGNOLIA FRUIT DRINKS in
single-serve tetra cartons with straws.
The
launch materials include a Radio Jingle that was composed and sung by the Apo
Hiking Society, with the catchphrase: “Give me the fruit…or give me Magnolia”,
commissioned by its agency Ace-Saatchi & Saatchi.
LISTEN TO MFD RADIO BY APO HIKING SOCIETY, 1983 HERE:
The MAGNOLIA
FRUIT DRINKS line would expand to include Buco (Coconut water), Mango, Guyabano (Soursop), and Calamansi (Philippine
Lemon) juice flavors. The carton-packed fruit drinks survived the 90s decade,
and would be reformulated several times.
In
2000s, MAGNOLIA FRUIT DRINKS reverted to PET bottles and crowned bottles.
Today the MAGNOLIA FRUIT DRINK line is applied to bottled products
(Grape and Orange Flavors) advertised in tandem with their fruit-based HealthTea
line,
"FIGHT LIKE A PRO!'on the cover of Kaunlaran, SMC Magazine
In the 1980s, SMC-Magnolia Corporation caps the year by holding its annual national sales
convention, usually in major key cities in the country, like Manila, Baguio,
Cebu and Davao. Here, members of its national sales team are flown in,
gathered, and apprised of the next years plans for the various Magnolia
products they are pushing. These include a review of all the Magnolia brand’s
performance and a presentation of next year’s sales targets, marketing,
advertising, and merchandising plans.
LISTEN TO MAGNOLIA'S "FIGHT LIKE A PRO" RALLY SONG
The direction of next year’s sales initiative is embodied in
a theme, and in 1985, “FIGHT LIKE A PRO!”was the battle cry, a call to more aggressive
selling, but carried out in a professional manner. A Rally Song was
commissioned by Magnolia’s ad agency to motivatethe sales teams and lift their “fighting
spirit”. Musicwas provided by the late
award-winning composer, Caloy Agawa, from lyrics written by Creative Director,
Alex Castro.
During the whole duration of the 2-day conference, the song
was played during social events, most especially on the last day of the
conference: the Magnolia Sales Achievement Awards Night. Here, sales achievers
of every rank are given recognitions in a grand evening of musical entertainment, featuring the country’s leading artists of the decade.
CREDITS:
AGENCY: Ace-Saatchi & Saatchi Advertising
ACCOUNT: Gigi Garcia, Lawrence Tan, Dudy Masilungan
CREATIVES: Alex Castro, James Bernardo, Vianne Lizardo
SMC CORPORATE PRINT AD launching the new logo, 1975
The giant multinational business conglomerate of the
Philippines—SAN MIGUEL CORPORATION—had its beginning in 1889, when prominent Manila
businessman, Enrique María Barretto, applied for a royal grant from Spain to
establish a brewery in the Philippines that would be known as La Fábrica de
Cerveza San Miguel.
In the next century, its San Miguel Beer would be its
most famous product, here and all over the world. Its product portfolio would
include food, beverage, packaging, real
estate, among others, but San Miguel Beer would always be top-of-mind among its
loyal consumers.
The early San Miguel Beer bottles were branded with the
letters S over M. The more well-known San Miguel escudo (seal), symbol of the
royal grant, was incorporated in the design of the product label, and became a
sort of a corporate logo for many years.
It was only in 1975 that SAN MIGUEL CORPORATION adopted a
new corporate identity logo, as it acknowledged that the “escudo” was strongly
associated with their beer product, which has since changed with their diversified
ventures.
For this diversity, SMC created a new
symbol, keeping the “escudo” for its brewery products. The new symbol
symbolized th primal element of Water, Life, Growth, Food, Abundance and Progress.
A TV commercial used animation to explain the basic
concept behind the new corporate logo. This logo was in use until 1999, when
SMC reverted back to the use of its “escudo” to stand for the company and its
products. In 2012, the “escudo” design was further streamlined, a version that
is still in current use.
To the baby boomers growing up in the late 50s and 60s, a
bottle of CHOCO-VIM was a delicious
chocolate drink that was always a welcome treat. Introduced in 1957, CHOCO-VIM was manufactured by Magnolia
Dairy Products of the San Miguel Brewery.
MAGNOLIA CHOCO-VIM EARLY BOTTLES, 1957-1960s
At only 15 centavos per bottle, CHOCO-VIM could be served hot or cold, and the energizing,
chocolate flavored-drink became an instant favorite in no time all. It was
first sold in tall, softdrink-like bottles, but after a while, shifted to a
shorter, squatter bottles.
CHOCO-VIM & MILK-O-VIM
Many though, preferred to drink the healthful drink when
it is served freezing cold. When kept in the ref, one could actually see the
chocolate goodness settling at the bottom. One quick shake is all it took to
wake up the refreshing, chocolatey goodness that ‘s perfect for snacks or meal
times.
A companion dairy milk-based beverage, MILK-O-VIM, was
also produced, a sort of a sweet malted milk drink, packed in a similar bottle,
but this variant did not catch on.
CHOCO-VIM came
out with a smattering of black and white print ads in the late 50s and 60s, and
enjoyed a decade of success. The ads appeared in top weekly magazines like
Women’s, Graphic, Philippines Free Press and other dailies.
However, new strides in milk technology caused the
phase-out of the bottled product in the late 1960s. Beginning in 1969, CHOCO-VILM was replaced by Magnolia
CHOCOLAIT, an all-new high-grade chocolate milk drink in new glass
bottles.
MAGNOLIA CHOC-VIM ADS, 1960s.
Eventually, bottles were eased out in favor of new
packaging innovations including aseptic cartons, tetra bricks, and doy packs
that caused the introduction of other chocolate milk brands like Daisy, Milo,
Selecta Moo and Chuckie. But CHOCO-VIM
will always be looked at with much fondness, for having started our love affair
with the first ready-to-drink chocolate goodness in a bottle!
One of the most sought-after models of the 1980s was
discovered in a most unusual way. Leoncel Rabago, a gangly youth in his early
20s, was out skating at the famous Skatetown of Ali Mall in Cubao, when a talent caster passed
by and saw something special in the slim and agile looker.
Archie Corteza was then one of the leading talent casters
of the Philippine advertising industry, and he knew a raw talent when he saw
one.
After all, he had been successful in discovering and launching the careers
of so many commercial talents—from Camay girls, Close-Up teen couples, Cinderella fashion
models to San Miguel Beer babes and hunks.
He handled the likes of young Eric
Quizon, Lito Gruet, Lloyd Sammartino, Miguel Rodriguez, Cris Coburn, who all
had their start in commercials.
Corteza took the young skater—an adopted child-- under
his wing. He enrolled him in a gym, trained him in fashion camps, introduced
him to couturiers for their runway shows, and helped transform him into a new commercial modelling
sensation—Leo Rabago.
He first started appearing in fashion print ads, as these
were simple enough. By 1984, his schedule was full, bagging plum assignments from Cinderella department
store, Walker, and his biggest break yet—as a resident model for SM, the
biggest department store chain in the country.
In 1986, Leo Rabago entered the first ever Bodyshots
Modelling Competition, organized by the Fashion Designers’ Association of the
Philippines (FDAP).
This contest was the launching pad for the showbiz careers of such winners as John Estrada, Alain Sia, Richard Cepeda, and Zanjoe Marudo. Not surprisingly Rabago emerged as the top model of the Male Division,
Professional Category.
The victory clearly established him as the country’s
leading male model, boosting his stock and career to an all-time high.
He continued to model in fashions shows, appeared in
MTVs., but TV commercial assignments—which were more lucrative—eluded him; it
seems he could not go past beyond the
high-fashion image that he projected.
As a result, he was often seen as a
dashing escort, a secret admirer, or as a boyfriend—but never the lead.
LEO RABAGO AS SM SHOEMART SIGNATURE MODEL, 1984
With limited projects as he turned 30, Rabago left
modeling, got a new talent manager and tried his hand in acting. He debuted in the
Gabby Concepcion-Maricel Laxa headliner “Ayoko Na SanangMagmahal” in 1993. His
next appearance was in the award-winning film “Wating”, a support to Richard
Gomez.
RABAGO, IN A WALKER BRIEFS Print Ad, 1984
He accepted whatever work was available, and even did sexy films with
such titles as “Hapdi ng Tag-init”
(1997), “Alipin ng Aliw”, “Campus Scandal”, “Bawal”, (1998) and “Alipin ng Tukso” (2000) and
“Lakas ng Pag-ibig” (2001). There would be no more film and TV assignments
beyond 2001.
LEO RABAGO, plays support to Suyen Chi in a LAGERLITE PRINT AD, 1986
Along the way, Rabago fathered several children; most were married and abroad. Misfortunes continued
to hound him; in 2000, he was jailed for assaulting the live-in partner of his
sister with a knife. In 2010, his adoptive mother, Froilanda Rabago, died of
aneurysm, a profound loss that deeply depressed and affected him. Not long
after, Rabago began developing what he thought was acute amoebiasis. It turned
out it was colon cancer.
LEO RABAGO, IN A MAGNOLIA YOGHOURT AD, 1987
Friends from the modeling industry took care of him in
his dying days. Leo Rabago, once the most in-demand model of the 1980s ,passed
away in the charity ward of the Eulogio "Amang" Rodriguez Medical
Center in Marikina City on 10 February 2011.
1983 was a period of turmoil in the Philippines, marked
by destructive typhoon Bebeng, a major earthquake in Luzon , and the killing of
Marcos opposition leader Ninoy Aquino in August that would catalyze protests
all over the country, culminating in the People Power Revolution.
It was against this uncertain backdrop that
Magnolia launched its MAGNOLIA SORBETES, a line of local flavors that are sure
to please, generously filled with chunky fruit bits, and other tasty ingredients--"punong-puno ng sarap!"
There were four initial flavors—Halo Halo Fiesta, Queso
Rico, Ube Macapuno and Fruit Salad—all familiar favorites, as the product
concept aimed to replicate popular, sought-after “sorbetes” flavors that one could easily pick from a cart from one’s friendly neighborhood sorbetero.
The launch
materials included a full color introductory ad and a jingle-based TV
commercial that featured mouthwatering food and consumption shots, and
employing showbiz personalities like Toby Alejar, actor/model Marty Merino and
dancer Ida Ramos.
WATCH MAGNOLIA SORBETES TV AD HERE:
In 1996, SMC went into joint venture with Nestle that
resulted in the Magnolia-Nestle Corp. Two years later, SMC withdrew but Nestle
continued producing ice cream under the
Sorbetes name. In 2004, after a 10-year absence, Magnolia Ice Cream returned to
the market with its classic ice cream products. Magnolia Sorbetes was promoted by its food supplier arm (Great Food Solutions) but its present website no longer lists the
Sorbetes brand in its product portfolio.
THE TWO WHO STAYED. Ava Vieira and Roempke were two Miss Universe Beauties who found love in the Philippines, and enjoyed short careers in the advertising and showbiz industry.
As the present Miss Universe mania continues to grip the
country, we look back at the very first
time that the most prestigious pageant in the world was held in the Philippines-also the first time in Asia-- 43 years ago, thanks to the victory of Margie Moran. By a curious twist of faith, a Filipina crowned Amparo Muñoz, a daughter of Spain, the country's former colonizer.
But there were other delegates that made lasting
impressions on Filipinos—one, was the petite and popular Miss Aruba, Maureen
Ava Vieira (adjudged fifth in the contest ) and the blond 19 year-old,
Spanish-speaking Swedish beauty, Eva Christine Roempke. In fact, the two would
similar destinies---they would win the hearts of two scions of
affluent Filipino families, and would get married within the year--Ava Vieira
to Philip Ysmael, Roempke to Marcos Prieto Roces. In the short time that they
resided in the Philippines, Ava Vieira and Roempke did a bit of commercial modeling;
the former forayed into movies as well.
BARBIZON AD, with Ava Vieira. 1974.
Ava Vieira showed off her curves in BARBIZON ads, that featured
a line of brassieres, girdles and panties, distributed by Bonito Enterprises in
Divisoria. From 1974-75, BARBIZON stuck to this format, using beauty queens
that included Ava Vieira from the Miss Universe Contest, and winners of Miss
Asia Quest, as signature models. This is
the only known ad that Ava Vieira appeared in.
MAGNOLIA YOGHOURT AD, with Eva Roempke, 1975.
MAGNOLIA YOGHOURT, on the other hand, featured the lithe and slim Roempke in bigger testimonial ads that saw print in
select women’s magazines. The previous year had Miss Universe Margie Moran
endorsing the same product.
Unfortunately, the marriages of Ava Vieira and Roempke
proved to be short-lived. These two ads—one for BARBIZON intimate apparel for
Ava Vieira and MAGNOLIA YOGHOURT for Roempke—are the only surviving reminders of their brief
modelling career here in the Philippines. The products, on the other had, are still very much around.
PHOTO SOURCES: 2016 photo of M. Ava Vieira: Marcos Hirakawa FB photo post 2016 photo of E. Roempke: Townee Paat, E.C. Roempke-Stefan FB page.
1984 Creative Guild of the Philippines Best TVC, MAGNOLIA 60 FLAVORFUL YEARS
MAGNOLIA 60 Flavorful Years is an Ace-Compton masterpiece which took all of 6 months to plan, execute and produce.
It won the Creative Guild of the Month for January 1985, and emerged as the top TVC of the year for 1984. The commercial shows how Magnolia, the finest name in dairy products, lends its flavorful presence to Philippine life at its merriest.
“Magnolia—fills life with flavor!”…so the jingle goes, and at once, Filipino festivities past and present spring to life as if straight from an old picture album. These period scenes, also reproduced on the commemorative calendar, were painstakingly recreated and shot in a dozen locations, involving a cast of hundreds.
Indeed, everybody involved in the making of the commercial have enough memories to fill their diaries and journals.
For one thing, this was the last commercial directed by the late Ed Claudio, who passed away in the middle of shooting the Magnolia ad. And, it is in this commercial that composer Jose Mari Chan makes a rare comeback to compose the jingle melody, beautifully sang by Pat Castillo.
JIMMY F. SANTIAGO, Creative Director
This is the first ad I ever did which had 8 pre-production meetings. The storyboards kept changing at the rate of 5 frames a day! And we never had so much studies for a jingle! For the fireworks display, we had to shoot in Bulacan, only to have that scene replaced by the one done in Japan! But I knew right from the start that the final storyboard had all the qualities of a truly outstanding commercial. And the creative awards it had won, proved it.
JONJIE DE LOS REYES, Account Supervisor
One day, I just suddenly found myself being named as the account supervisor for a special Magnolia project daw! Next thing I knew, hayun—nasa pressure cooker na ako. In the course of the project, my A.E. Sandra Puno gae birth. Then I got pregnant! Haayyy! But when Client’s hapy I’m happy. Now, every time I see this commercial, I see it as a “labor” of love.
ALEX R. CASTRO, Writer
I wrote the jingle lyrics in one evening. Next day, present kaagad. Approved on the spot, without revisions. Aba, OK! Kasi, pag pina-revise pa, I was ready to change the line to—Magnolia, fills life with labor!. That approval made my day!
MARIO SARMIENTO, Casting Director
Subukan nga ninyong mag-cast ng 100 talents to portray family members of 3 generations? Nakaka-loka!
LISTEN TO THE JINGLE OF
MAGNOLIA 60 FLAVORFUL YEARS HERE:
60 FLAVORFUL YEARS OF MAGNOLIA
What gives this world its many colors
Love, a special fervor
What makes moments so much sweeter
What fills life, our lives with flavor?
Through the years, what brings the laughter
In all kinds of weather
What makes minutes last forever
What fills life, our lives with flavor?
Magnolia, fills life with flavor
Magnolia,fills life with flavor
For 60 flavorful years…it’s Magnolia.
Magnolia, fills life with flavor
Magnolia, fills life with flavor
For 60 flavorful years, it’s Magnolia
For 60 delighful, wonderful, flavorful years
..it’s Magnolia!
ADDITIONAL NOTES:
1. Unfortunately, no print exists of this Creative Guild TV Ad of the Year 1985. Only the jingle survived, and it is included in the CD of commercial jingles done by award-winning composer, Jose Mari Chan. In the finals, the Magnolia commercial edged out San Miguel Beer’s “Tuloy ang Pasko”
2. The Radio counterpart of this commercial won the 1985 Radio of the Month for January.
3. The end shot featuring fireworks writing the name ‘Magnolia’ cost Php 35,000 per set up, a tidy sum then.
CREDITS ADVERTISER: SMC-Magnolia Corporation AGENCY: Ace-Compton Advertising, Inc. CREATIVE DIRECTOR: Jimmy F. Santiago / Cid Reyes ART DIRECTOR: Kits Yamsuan / COPYWRITER: Alex R. Castro TVC PRODUCER: Jack Dumaup / RADIO PRODUCER: Pops Nael CASTER: Mario Sarmiento PRODUCTION HOUSE: TVC Productions, UNITEL
DIRECTORS: Ed Claudio, Boldy Tapales CINEMATOGRAPHER: Carding Baltazar PHOTOGRAPHER: Behing Huang COMPOSER: Jose Mari Chan / ARRANGER: Louie Ocampo SINGER: Pat Castillo JINGLE PRODUCTION HOUSE: Empire Studio Source: Article originally appeared on PATALASTAS, newsletter of the 4 A's of the Philippines. 1984.
MARGIE & GLORIA: TWO BEAUTIES WITH A PURPOSE, PAGASA Ad, 1974.
As the country is still gripped with Miss Universe fever brought by Pia Wurtzbach’s victory in Las Vegas last December 2015, we recall the national hoopla generated by previous winners Gloria Diaz (1969) and Margarita Moran (1973). Their new-found status as global celebrities was not lost on marketers and advertisers, who quickly recognized their value as influencers.
UNIVERSAL BEAUTY CALENDAR, SEIK0, 1969-70
The 1969 Miss Universe, Gloria Diaz, clinched deals with Pepsi-Cola and Seiko watches; this 1970 supplementary calendar featuring the crowned beauty was given away free.
After her reign, Diaz went on to become an accomplished and multi-awarded TV and movie actress,
QUEEN OF FITNESS, FIR MAGNOLIA DIETARY PRODUCTS.
Four years later in Greece, Margie Moran duplicated Diaz’ feat to emerge as the country’s 2nd Miss Universe. Magnolia lost no time in getting her as its endorser for its dietary dairy products, like Magnolia Yoghourt. It is her only known local endorsement deal as Moran was tied to her contractual obligations with Miss Universe Inc.
These print ads were produced by the longtime ad agency of Magnolia—J. Romero & Associates. Incidentally, Moran was employed briefly with the said agency after her reign as Account Executive.
MAGNOLIA YOGHOURT ADVERTORIAL, 1974
When the Philippines finally hosted the Miss Universe Beauty Pageant in 1974, martial law in the Philippines was still in place. The concept of a “New Society” introduced by the Marcos-controlled government spawned nationalistic programs like “Piliin at Gamitin ang Sariling Atin”, or PAGASA.
Diaz and Moran were among those featured in PAGASA’s promotional campaign series. The print ads recalled the victories of our two homegrown international beauties, released a few months to drum up awareness for the “buy Philippines” program, but also to promote the upcoming pageant in Manila that enjoyed full support from the Marcoses.
The ad extolled the Filipino-ness of our 2 world queens in this effusive copy:
“Napako ang paningin ng humahangang daigdig sa kanila. At napangiti ang bansa.
Kasiyahang nasalamin sa kanilang mga kababayan.
Ang una’y 1969. Ang ikalawa’y 1973.
Dalawang babaeng kinilalang walang kapantay sakagandahaan saan man.
Binigyan kahulugan ang mithiin ng Bayan.
Ang paniniwala nito sa mga katangian ng tunay na Pilipino.
Sa isip. Sa salita, At sa gawa.
Sa pamamagitan ng disiplina sa sarili.
Habang sa kanila’y nakapako ang paningin ng daigdig.
For over 90 years,, Magnolia has been synonymous with the finest name in ice cream. One of its most distinctive product line was the Flavor of the Month ice cream series which represented the dozen months of the calendar.
APRIL FLAVOR OF THE MONTH--MOCHA NUT, 1964
Introduced in March 1954, Magnolia’s Flavor of the Month (FOM) had Tru-Fruit Strawberry as its initial offering. Positioned as a superior ice cream with novel, exciting and various flavors throughout the year, FOM flavors range from fruit-based or confectionery-flavored ice cream with homegrown or imported ingredients.
JUNE FLAVOR OF THE MONTH--STRAWBERRY RIBBONETTE, 1961
The flavor names evoked mouth-watering and sometimes, exotic deliciousness—“Coffee Mangosteen”, “Ube-Nangka Fiesta”, “Corn ‘n Coco Flip”, “Vanilla Macaroon”, “Atis Glacé”.
MAY FLAVOR OF THE MONTH--RAINBOW PINEAPPLE, 1964
FOM’s advertising weaves through the texture of time and growth of the products themselves in terms of sales volume. Initial print advertising featured illustrated ice cream scoops in goblets, but eventually, photography was used to enhance appetite appeal.
In the 1970s,
FOM models were used to endorse the product, hence the “Miss Magnolia” search was hatched. The winner pitched the product with all her wholesome charm, in print, poster and TV commercials.
JULY FLAVOR OF THE MONTH---VANILLA MACAROON, 1979
“Magnolia, the finest name in ice cream, now presents the Ice Cream Flavor of the Month”—goes the jingle which opens the commercial and which then led to Miss Magnolia—“For March, it’s Tutti-Frutti!”, and then proceeds to describe the ingredients of the flavor.
MAY FLAVOR OF THE MONTH--GOLDEN NANGKA FIESTA, 1979
In the late 70s thru the early 80s, FOM ads, designed by its long-time agency J. Romero & Associates, latched on to seasonal themes and visuals—a wedding setting for June, kite-flying for May. Miss Magnolia was relegated as an inset picture in FOM ads, until she was eased out completely; the last Miss Magnolia quest was held in 1980.
The Magnolia’s FOM line was discontinued when SMC transferred its ice cream and dairy businesses to Magnolia-Nestlé Corp. In 1998, SMC withdrew from the joint venture with Nestlé and a "non-compete" clause barred it from the ice cream and milk businesses for five years. When the clause lapsed in 2004, SMC revived its ice cream through subsidiary, Magnolia, Inc., but not its FOM line.
