Company opens scoop stations for premium ice cream brand

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Wednesday, August 13, 2014

VISFOOD Corp. the company that brought US brand Blue Bell Ice Cream to the Philippines opened two outlets of Texas Creamery, the brand’s scooping station in Cebu.

“The establishment of Texas Creamery here is a proof that Blue Bell Ice Cream is doing well in the Philippines. The market has become receptive since we brought the brand here,” said Jeff Puno, president of Visfood Corp.

Puno said the scooping station will allow Filipinos to taste all 40 different flavors of Blue Bell Ice Cream.


“We remain confident that the brand will further grow in the country given the growing sophistication of the market. Filipinos now are more adventurous in terms of taste, the reason also we brought “fancier flavors” for them to try and enjoy,” Puno said.

He said the purchasing power of Filipinos has increased over the years, prompting them to try the premium imported brands. The popularity of social media such as Facebook and Instagram also helped the brand reach a wider market.

Texas Creamery outlets are located in the second floor of SM City Cebu Northwing and in Ayala Center Cebu. The company picked Cebu as the launching pad for Texas Creamery before they opened in Manila.

A scoop of Blue Bell Ice Cream is priced at P95 while the pint costs around P275.

There will be seven outlets of Texas Creamery by the end of 2014, said Puno.

As for its long-term plan, Puno said they hope to grow the business by also tapping restaurants , bake shops and other food service institutions. They are also studying the possibility of opening the business for franchise.

“We are currently working on improving the logistics component. This is one factor that limits us in bringing the brand in other areas especially in Mindanao,” he said.

Blue Bell is the number three branded ice cream in the US. Across the country, the brand is leading in sales per point-of-distribution. It distributes only 30 percent of supermarkets, selling more than $2 million, while its top four competitors sell 85 percent or more of those stores across US.

Blue Bell Sherbet ranked number two branded sherbet in the US while its frozen snacks ranked number nine brand.

Published in the Sun.Star Cebu newspaper on August 13, 2014.


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