Cebu tops Phl sales of US ice cream

CEBU, Philippines - Cebu leads the nationwide sales of Texas-grown premium ice cream product—Blue Bell, an indication of the market's sophistication and grasp for quality.

Blue Bell ice cream, exclusively distributed in the Philippines by Visfood Corporation, made its country launch last year in Cebu, and is now available in Cebu and Metro Manila through Rustan's and Robinson's supermarket outlets.

In an interview with Jeff G. Puno, Visfood Corporation president, he said Cebu is leading in their sales performance of its supermarket sales nationwide, owing to the Cebuanos’ penchant for premium taste, and value for money.

Blue Bell ice cream brand, the number three branded ice cream in the United States, based on latest ACNielsen survey, is now available in 30 outlets (supermarkets, hotels, resorts) in Metro Manila, and about 15 to 20 similar distribution networks in Cebu.

Despite the availability of other ice cream brands in the market, Puno said premium ice cream brands, such as Blue Bell has successfully hit the Filipinos' "sweet" palate, led by the strong patronage of Cebuanos.

The company, which has the right to distribute the brand in the Asia Pacific region, has also created its brand of scooping station  called "Texas Creamery" now open in Ayala Center Cebu annex building, and at SM City Cebu Northwing as well as in Robinsons Galleria, and Eastwood City.

By the end of the year, Puno said the company targets to open three more "Texas Creamery" outlets mostly to be located in Metro Manila.

Aside from Filipinos' whim for quality "comfort food" like ice cream, Puno attributed the brand's success in the increased purchasing power of Filipinos and its close affinity to American culture.

The Philippines is the first country in Southeast Asia to have a Blue Bell ice cream distribution.

Puno said the company has been given the option of the Blue Bell headquarters in Texas to open distribution network in other countries in the region, but he said "we still have to focus on the Philippine market first, where there is tremendous potential."

With 40 different flavors to choose from, all products are 100 percent imported from United States. (FREEMAN)