Magnolia Flavor of the Month: A Sweet 80s Filipino Ice Cream Tradition

Do you still remember the Magnolia Flavor of the Month?

Come Summer in the Philippines, there was a time ice cream was a real craze. Dahil na rin sa tindi ng init ng panahon, Filipinos indulged themselves eating ice cream, and there is one brand that exists until now because of their delicious flavors of ice cream that you can choose from. The Magnolia Ice Cream!

Long before imported brands flooded supermarket freezers, one name dominated the world of ice cream in the Philippines—Magnolia. And if you were a kid growing up in the 90s, the words "Flavor of the Month" brought an instant rush of excitement. Started in 1954, Magnolia’s Flavor of the Month campaign was more than just a marketing strategy—it became a monthly ritual for Filipino families. Every month, people eagerly looked forward to the unveiling of a limited-edition ice cream flavor, available only for 30 days. These flavors were often quirky, unique, and experimental—sometimes local, sometimes inspired by global trends—and they created a buzz in both homes and offices. Visiting the Magnolia Ice Cream House or spotting the colorful posters in supermarkets was like unwrapping a present. For many Filipinos, the start of a new month didn’t just mean turning a calendar page—it meant a new reason to eat ice cream.

Do you still remember the Magnolia Flavor of the Month?

Introduced in March 1954, Magnolia’s Flavor of the Month (FOM) had Tru-Fruit Strawberry as its initial offering. Positioned as a superior ice cream with novel, exciting, and various flavors throughout the year, FOM flavors range from fruit-based or confectionery-flavored ice cream with homegrown or imported ingredients.

“Magnolia, the finest name in ice cream, now presents the Ice Cream Flavor of the Month”—goes the jingle which opens the commercial and which then leads to Miss Magnolia—“For March, it’s Tutti-Frutti!”, and then proceeds to describe the ingredients of the flavor.

Hindi lang basta pagkaing ice cream ang Flavor of the Month—isa itong karanasang inaabangan ng marami. May mga tagahanga pa ngang nagkukolekta ng mga poster at label, habang ang iba ay handang pumila para matikman agad ang bagong lasa bago ito maubos. Ilan sa mga naaalala kong flavors noong 90s ay: Ube Royale (Enero), Strawberry Shortcake (Pebrero), Pistachio Almond (Marso), Choco Hazelnut Swirl (Abril), Mango Tango (Mayo), Rocky Road Brownie (Hunyo), Lychee Delight (Hulyo), Mocha Marble Crunch (Agosto), Buko Pandan Supreme (Setyembre), Chocolate Caramel Nut (Oktubre), Bibingka at Puto Bumbong (Nobyembre), at ang pang-Paskong paborito—Quezo Real Navidad (Disyembre). Hindi pare-pareho taon-taon, pero marami sa mga flavors na ito ay bumabalik dahil sa demand.

Filipinos loved the surprise element. The moment you entered a Magnolia store and saw the new flavor poster, it felt like an event. There was even a sense of urgency—try it now or miss out forever. It wasn’t just ice cream; it was monthly nostalgia, adventure, and indulgence in one scoop. The fact that these flavors were often seasonal or holiday-themed made it even more special, like having a sweet countdown to Christmas, summer, or fiestas. This monthly reveal gave people a reason to bond, to celebrate payday, or to treat themselves after a long day.

The Magnolia’s Flavor of the Month line was discontinued when SMC transferred its ice cream and dairy businesses to Magnolia-Nestlé Corp. In 1998, SMC withdrew from the joint venture with Nestlé, and a "non-compete" clause barred it from the ice cream and milk businesses for five years. When the clause lapsed in 2004, SMC revived its ice cream through a subsidiary, Magnolia, Inc., but not its FOM line.

Kapag lumabas na sa patalastas ang bagong flavor ice cream ng Magnolia ay kinikilatis muna namin kung sa tunog ng flavo ay magugustuhan namin bago kami tumakbo sa pinakamalapit na ice cream shop sa aming lugar. Pinaka the best talaga ay yung mga chocolate flavors sa akin as a little kid in the 90s. Yung mga tita, tito, nanay at tatay namin ang gusto naman nila ay yung mga flavor ng prutas kagaya ng ube, manga, macapuno at ube. Iba rin kasi ang mga patalastas ng Magnolia talaga nga naman mahihimok kang bumili ng masarap na 1 gallon na ice cream para sa pamilya. Bumibili pa kami ng extra cones noon kasi mas masarap kumain sa apa. Walang problema sa ice cream scoop kasi siguradong mayroon sila tita. Ang sarap balikan ng mga simplier times na kumakain kayo ng ice cream dahil may sumweldo sa pamilya at nag-aya tikman ang bagong flavor ice cream ng Magnolia. Kami naman siyempre mga tsikiting ay excited at kasama pang bumili. Pero alam niyo na tumatak sa isip ko yung kanta ng Atlantic Starr na "Always" dahil narinig ko ito sa isa sa mga commercial ads ng Magnolia Flavor of the Month. Kaya ito ang gagamitin nating themesong sa blog post na ito. Yan lamang po ang aking one of the memorable but classic experience of the life as kid in the 90s.

Atlantic Starr - Always