NEWSFLASH

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SELECTA ICE CREAM IS NUMBER ONE IN BULK SALES

Manila, April 8, 1998 - Selecta's bulk ice cream market share nationwide has risen to 44.1 percent, overtaking traditional market leader Magnolia.

At a press conference, Selecta president John Marie Concepcion said Selecta's market share in the National Capital Region was even higher, at 60 percent, with Magnolia only getting 33.4 percent of total sales.

Bulk ice cream contributes 80 percent of revenues from ice cram cream which comprises 71 percent of Selecta's total sales. Other income derives from the sale of milk and other fruit juice drinks.

Selecta's market growth is due to innovative products like Ice Buko and a more attractive packaging such as the use of cans for ice cream.

To expand Selecta's ice cream flavors, the company tied up with Hershey's. A licensing agreement with Walt Disney allowed Selecta to use Mickey Mouse and other characters on wrappers and containers.

For advertising, it tapped famous movie stars with wholesome images. Aga Muhlach and Sharon Cuneta endorsed Selecta, thus commercializing the brand name.

For 1998, Selecta's sales will be close to P3 billion or a 55.2% jump from the P1.85 billion registered in 1997.

Before the Concepcions acquired Selecta in 1990, its share of the market was less than 1%.

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