Kaviel Teo

Magnolia presents the all-new Magnolia Wafer Ice-Cream Sandwiches - bringing the nostalgia of the "ice-cream hawker cart" closer to home

Magnolia Wafer Ice-Cream Sandwiches - Available in three different flavours; Yam, Durian and Chocolate

Many Singaporeans share fond memories of savouring a pastel-hued bar of ice cream sandwiched between thin and crisp wafers or soft rainbow bread, served with a smile by the well-loved ice cream hawker cart ‘uncles’. F&N Creameries brings this classic treat closer to home with the new MAGNOLIA Wafer, offering the goodness of ice cream cushioned between two tasty wafers. The biscuit is on the softer side and it's not the crispy kind you usually find in the supermarket. However, the ice-cream is similar to the ones you'll usually find from the hawker cart. The shape and the size, really brings back good old memories.

Growing up in Singapore, we have had firsthand taste and enjoyment of the region’s plethora of enticing flavours. From fruits to sweet treats spanning diverse cuisines, the many tastes of Asia leave unforgettable impressions. A uniquely Singaporean creation is the ice cream sandwich, where a thick block of ice cream is wedged between thin wafers or a slice of soft bread. Commonly found at ice cream hawker carts that roam around neighbourhoods and city streets, the ice cream sandwich is ever-popular with both young and old. Now, the new MAGNOLIA Wafer range offers three enticing variants that pay homage to this delicious confection, conveniently packed and ready for everyone’s enjoyment!

Soft wafers bracketing a generous bar of velvety chocolate ice cream form the MAGNOLIA Wafer Chocolate, a classic flavour oozing the simple nostalgia of childhood. An evergreen flavour, the frozen confection is packed with the rich taste of chocolate. Durian lovers will be thrilled with MAGNOLIA Wafer Durian, an ice cream sandwich yielding the King of Fruit’s exquisite flavour and aroma. A thick-cut block of rich durian ice cream is pressed between skinny wafers, delivering an intense explosion of the fruit’s unmistakably seductive aroma and bittersweet goodness. MAGNOLIA Wafer Yam captures the sweet creaminess of yam, a starchy tuber that is a staple in many tropical countries. Wafers hugging the luscious slab of purple ice cream present an easy and fuss-free way to enjoy the mild nuttiness and subtle floral notes of yam.

MAGNOLIA Wafer ice cream sandwiches prices

The new MAGNOLIA Wafer ice cream sandwiches is now available at leading supermarkets and hypermarkets islandwide; Recommended Selling Price (RSP) of S$1.10 for single serves and the RSP of S$4.35 for multipacks of four.

For more information on F&N Singapore, please visit the following links:

F&N Brand Challenge 2017
A challenge aimed to sustain Singapore's Heritage Icons

Ring, Ring, Ring!! Ice-Cream Lelong Lelong!
Photo Credits: TheSmartLocal

I believe most Singaporeans will understand the significance of the ringing of the bells that used to transverse across our neighbourhood
Photo Credits: TheSmartLocal

These delicious servings of ice cream are truly what we usually call "comfort food" as they remind us of our carefree childhood in Singapore. The ice-cream uncles used to set-up their business at different locations among our neighbourhood and the faint ringing sounds can be heard from afar. They would travel around different HDB blocks to earn their day's worth. However, they can only be found at prominent locations such as Bugis Street. With different desserts stall and cafes popping all around Singapore, many of them have either given up due to rising costs and low demand or have grown out their capabilities to continue this nostalgic culture in Singapore.

The ice-cream uncles are losing their popularity due to the constantly evolving environment that has severely affected their businesses. The dwindling interest in the childhood ice-creams has triggered certain cause of concern of the lost of heritage culture in Singapore.

Therefore, to prevent such a loss in heritage, F&N Creameries and the SMU Marketing Society organise the F&N Ice Cream Brand Challenge 2017 to help preserve our charming and endearing Singapore icon, the ice cream cart. It is one of the several initiatives driven by F&N Creameries to

The brand challenge was designed to involve the next generation of Singaporeans to embrace and help do their part to keep our ice cream ‘uncles’ relevant and independent. The challenge calls for university and polytechnic students to lead the way in revamping the ice cream pushcart and its business model while retaining the appeal of the ice cream cart as a national icon, so that loyal customers, curious passers-by and tourists may continue to savour the delightfully local desserts in years to come.

The ice cream pushcart is an irreplaceable part of the Singaporean identity. Through the F&N Ice Cream Brand Challenge, the younger generation will be engaged to play an important and meaningful role in helping to preserve this well-loved icon of Singapore, while retaining the essence of its appeal.

In a competitive market increasingly saturated with many players, tapping on the ideas and knowledge of the next generation will enable the economic continuity of the ice cream pushcarts.

Team MBB Consulting
Amanda, Angelin, Dennis, Guo Li
Here Are Some of The Questions Answered by One of the Teams

Why did the team decide to join the F&N Ice Cream Brand Challenge?

Our team wanted to try out a marketing case cause it is different from what we usually do. So, it was a challenge which we want to take on. In addition, this challenges brings back a lot of sentimental value as we find solutions to help this sunset industry through the national icon branding and the uncles that still retails these ice-creams. Lastly, overall, our team find this a fun challenge and we love ice-creams, especially those traditional ones that used to be around the neighbourhood.

In less than 50 words, can each team member share their favourite memory of the ice cream wafer or bread sandwich?

Angelin: I love to see the ice cream carts especially when we walk out of school, or goes to the playground in the evenings. And the ringing of the bell of the ice cream uncle just excites me.

Guo Li: My favourite memory is when I chance upon one such ice cream cart on a hot day and sharing one ice cream with my friends!!

Amanda: I love the challenge of trying to finish the ice-cream before it melts and dirties your hands. In addition, this ice-cream brings back childhood memories of my family gatherings as we always end up getting one to cool ourselves down after a hot day’s walk.

Dennis: My most memorable experience will be the chats that I have with the ice cream uncle staying near me. It also never fails to amaze me how he can cut through the cardboard box to get the ice cream instead of opening it.

What are your favourite ice cream flavours?

Everyone: Ripples and Chocolate

Is Team MBB Consulting confident to win this challenge?

We were surprised that we got into the finals as none of us are marketing students. However, we are proud of our recommendations because we did put a lot of thought into crafting each one and suggesting a strategy! So, we hope we will win a placing!

For more information on F&N Singapore, please visit the following links:

MAGNOLIA Gotcha Jelly Cool Ice-Cream
A jiggly treat that brings a smile with every bite

Food Delecto-Meter

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Remember that lime jelly ice-cream that we used to eat during our childhood times? I am not sure about you but I believe that was one of my favourite ice-cream! I am not sure whether it's still sold in the market but I believe I have not eaten that for quite some time. I do miss the limey-licious taste that goes perfectly well with the jelly. This is also not an exception! The MAGNOLIA Gotcha Jelly Cool brings those nostalgic memories back to life!

The flavours of strawberries and vanilla cream are perfectly matched as a delightful treat during the hot season or as a refreshing dessert to end a meal on a sweet note. The all-new MAGNOLIA Gotcha Jelly Cool offers this classic pairing in a novel form – sweet and creamy vanilla ice confection enveloping a jelly core bursting with the taste of strawberries, free of trans-fat and low in calories!

MAGNOLIA Gotcha ice creams are thrilling indulgences with its fun shapes and flavours. Embark on a sensational adventure with the new MAGNOLIA Gotcha Jelly Cool!

The rich vanilla-flavoured ice confection stimulates the senses with a delectable strawberry-flavoured jelly core concealed within, surprising the palate with a fun contrast in textures. The cheerful look of MAGNOLIA Gotcha Jelly Cool complements the bold character of strawberries in the wobbly jelly core that adds a touch of brightness to the creamy vanilla-flavoured shell.

Children and the young at heart can enjoy this fun, jiggly and oh-so-yummy treat with all the pleasure and none of the guilt. MAGNOLIA Gotcha Jelly Cool contains no trans-fat and has less than 200 calories a stick. It carries the ‘Healthier Choice Symbol’ by the Health Promotion Board.

The MAGNOLIA Gotcha Jelly Cool is available in single serves at the recommended selling price (RSP) of S$0.80 a stick at selected minimarts and provision stores. It is also available in a multipack of five at RSP S$3.30 per box at major supermarkets and hypermarkets.

For more information on F&N Singapore, please visit the following links:

F&N Partners with Health Promotion Board to Build A Healthier Singapore
Making Healthy Choices the Easy Choice for a Healthier Nation

F&N has always dedicated their time in helping and guiding consumers lead a healthy lifestyle, and the product portfolio demonstrates the company’s wholehearted commitment towards building a healthier nation. Over the last decade, F&N has embarked on a continuous journey to reduce sugar content without compromising consumer acceptance on the taste and quality of its beverages. Their commitment to healthier choice products over the years has resulted in a portfolio of beverages that contain less than 12% sugar.

In fact, their consistent efforts in reducing the sugar content in their products have contributed significantly to a steady decline of their sugar footprint - a 29% reduction over 12 years. Across its portfolio, F&N has introduced healthier alternatives for consumers. Not only did F&N pioneered the introduction of healthier categories for beverages such as bottled water, isotonic drinks, and tea, but they have also included it in soy and Asian drinks. F&N have also made other healthier options, which includes the sugar free, reduced sugar, no sugar added, low-fat variants with healthier choice endorsements by the Health Promotion Board.

The portfolio includes beverage and dairy brands 100PLUS, ICE MOUNTAIN, COCO LIFE, SEASONS, MAGNOLIA, NUTRISOY, NUTRIWELL, and FRUIT TREE FRESH.

This extensive product portfolio has captured the hearts and minds of Singaporeans who grew up with fond memories of F&N products. Whether it is the iconic MAGNOLIA milk that nourishes the body every morning, a refreshing serving of 100PLUS to fuel active lifestyle or the delicious F&N NutriSoy, F&N’s well-recognised brands and quality products have been household staples of many families across generations.

F&N has always aimed to deliver great tasting product offerings that fulfil Singaporeans’ aspirations to live healthily. Not only have they consistently reduced their sugar footprint across their product lines, they have also introduced healthier ingredients in their new products.

The recently launched F&N Fruit Tree Fresh Wonders range incorporates the nutritious goodness of organic chia seeds, while the new 100PLUS ACTIVE fuels the healthy lifestyle aspirations of the everyday athlete with essential electrolytes and Vitamins B to give an additional boost of energy.

The all-time favourite F&N SEASONS Ice Lemon Tea is now available as reduced sugar variant. Consumers who seek a cold and refreshing drink on a hot day will enjoy the recently added Classic variant to ICE Mountain Sparkling Water range. All of these new products have also been certified as Healthier Choice by the Health Promotion Board. F&N remains dedicated in their efforts to provide healthier products that consumers can feel good about feeding their families,’ said Jennifer See, General Manager, F&N Foods Pte Ltd.

Engaging the Community

In addition to their efforts to drive a healthier product portfolio, F&N has been actively engaging the community on healthy living. The calendar of events supported by 100PLUS throughout the year is aimed at promoting a healthy lifestyle for both serious athletes and weekend warriors. The list is extensive and includes many of the marquee sports events on the local calendar including The Standard Chartered Singapore Marathon, the OCBC Cycle Singapore and The Straits Times Run.

In tandem with F&N's efforts to help consumers make informed choices, their products are all labelled with nutrition information. This is perfect for health-conscious individuals that would consistently keep track of their dietary intake to ensure that they not only eat healthily but also to ensure that their calories intake do not exceed a certain recommended value. F&N continues to forge a close partnership with HPB in support of the latter’s vision in building a healthier nation. F&N has been a proud supporter of HPB’s initiatives to educate consumers about nutrition and to inculcate good nutritional habits for all.

You can also download the Health Promotion Board's Healthy 365 App to keep track of your daily dietary intake too!

Wilma Rudolph: "Believe me, the reward is not so great without the struggle!"

Tony Robbins: "Remember: rewards come in action, not in discussion!"

Magnolia Bean Bag Lucky Draw
Stand To Win an Exclusive Magnolia Bean Bag (1mx1mx1m) & Philips Mini Blender (80 units)

Reminisce the Good old Days with Magnolia

In the spirit of celebrating MAGNOLIA’s 80 years of heritage, MAGNOLIA is giving away an exclusive MAGNOLIA Bean Bag (1mx1mx1m) in the shape of the iconic pyramid pack (worth $200) daily.

To participate in the lucky draw, consumers simply need to purchase $5 worth of MAGNOLIA milk and yoghurt smoothie and send the following requisite information via SMS to 73333:

MAGNOLIA<space>Name<space>NRIC<space>Receipt Number.

Receipts dated from 1st to 31st August 2017 will be qualified for the lucky draw. Each receipt can be submitted only once at any day between 1 August 2017 to 17 September 2017. Consumers also stand to win a PHILIPS Mini Blender HR2874 (worth $79). MAGNOLIA is giving away 80 units of these.

Terms and conditions apply. For more information, please visit www.magnolia.com.sg.

Magnolia Fresh Milk

MAGNOLIA has championed nutrition amongst children and adults since its inception in 1937. I am definitely sure your parents and the pioneer generations will have many fond memories drinking milk from the iconic MAGNOLIA pyramid packs when they were growing up as part of the School Milk Programme.

MAGNOLIA has evolved over the years and now there are currently various types of MAGNOLIA milk available in the market, other than the MAGNOLIA Fresh Milk, there are also the Magnolia Lo-Fat High-Cal as well as the Magnolia Plus range that combines the goodness of Oats or Omega-3 with milk. MAGNOLIA Lo-Fat Hi-Cal and MAGNOLIA Plus range have been certified as Healthier Choice by Health Promotion Board (HPB).

MAGNOLIA milk is also available in Ultra-High Temperature (UHT) or Ultra-Pasteurized milk that offers convenience and healthy nutrition whether in a lunch box or for families to share. The MAGNOLIA Smoo Milk range, available in yummy vanilla, strawberry, and chocolate flavours, was launched as part of the UHT Milk portfolio to cater to the nutritional needs of children from 3-6 years of age in a fun pack. Kids are definitely delighted by the delicious taste of this milk, which is high in calcium, taurine, vitamins A and D3, which are important building blocks for the children's health and growth.

Magnolia's Story & Timeline: http://www.magnolia.com.sg/our-story/

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