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Apr 21, 2017 @ 18:31

RFM claims leadership in ice cream business

RFM Corporation is claiming to be the market leader in the ice cream business, with a 72-percent market share.

In its annual report, RFM said its joint venture with Unilever Philippines, Selecta Ice Cream, continues to dominate the ice cream business.

It said it has launched innovations for the bulk ice cream category or the ones sold in bigger containers, and the impulse category or those in single serve sizes. In the summer of last year, it launched Chocolate and Pinoy flavours. Last Christmas season, it introduced cake-inspired flavors under the Supreme platform.

RFM said the relaunch of its pint-sized ice cream drove double-digit growth in the second half of the year.

The company introduced something for both the mass-market and premium segments. The three-in-one packs attracted mass market buyers and the co-brand with Hershey’s were a hit. Buco delights, another mass market line, led the growth of the ice cream sticks by double digits.

The company said Nestle only had a 12-percent market share and Magnolia only had an eight-percent market share.


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