Haagen-Dazs PH slashes ice cream prices

Posted at 07/17/2012 3:52 PM | Updated as of 07/17/2012 6:47 PM

MANILA, Philippines – Haagen-Dazs Philippines is holding a clearance sale on all of its products as it prepares to close down in the country in two months.

Many Filipinos now have a chance to sample the brand’s high-end ice cream products as prices have been slashed by as much as 50%, Haagen-Dazs Philippines announced on its Facebook page.

Participating outlets include groceries, convenience stores, hypermarkets and other shops in Metro Manila and other parts of the country.

The clearance sale will be held until September 16. For the full list, click here

Last week, Haagen-Dazs Philippines announced that it is closing its last two branches in the country – at Shangri-La Plaza mall and Eastwood Mall – on August 31.

The company shut its branches at SM Mall of Asia and Robinsons Mall last June 30.

Last year, Haagen-Dazs tapped model Georgina Wilson and Azkals player Phil Younghusband as its first brand ambassadors in the Philippines.

Competition

Haagen-Dazs first made its way to the Philippines in 1998. Placed in elegant-looking tubs and sold at a premium, the company’s products are marketed as an occasional indulgence.

General Mills Philippines, which distributes Haagen-Dazs products in the country, was earlier planning to put up five to ten more branches in Metro Manila.

But the brand was unable to attract enough customers, with General Mills Philippines citing an ”increasingly challenging” business environment.

Selecta, a joint venture between Concepcion-led RFM Corp. and Unilever, currently dominates the ice cream business in the country with a market share of over 70%.

RFM said Selecta saw a ”spectacular” sales growth in the first quarter of 2012, thanks largely to its newest product Magnum, a vanilla ice cream bar coated with thick Belgian chocolate.

Magnum ice cream bars. Photo: Handout

The market also saw the entry of ”artisanal” ice cream makers as kiosks in malls and weekend markets, giving Filipinos more sweet options. Among them are Sebastian’s, Carmen’s Ice Cream and Merry Moo.

Twists have also been added to frozen desserts here such as those offered by Mochiko, a company that specializes in ice-cream filled mochi.