Magnolia, the flagship ice cream brand of F&N, has been named the winner of the Superbrands Thailand Award 2025 for the 2nd consecutive year.
The award reaffirms the brand leadership position in Thailand and ASEAN’s ice cream segment. Magnolia is also advancing its ‘Innovation & Sustainability’ strategy to position Thailand as a R&D hub and regional production base.
Presently, Magnolia has 7.1% share of Thailand’s ice cream market and it also ranks as a Top 5 ice cream brand in Southeast Asia.
Aniruth Mahathorn, General Manager of F&N United Ltd said, “Beyond delivering great taste, Magnolia serves as a strategic production hub and R&D hub for the ASEAN region. Our products are manufactured in Thailand, and exported to markets such as the US, Australia, and Korea. This underscores our capability to meet global quality standards and international consumer expectations.”
Magnolia’s core growth strategy revolves around delivering a superior ‘Cold-Dessert Experience’ through product innovation and diversification as it aims to cater to dynamic consumer lifestyles. Key product highlights include:
- F&N Magnolia x HERSHEY’S Premium Ice Cream Series: A collaboration with the globally renowned HERSHEY’S brand, offering an Indulgent Dessert Experience through popular flavors such as Premium Chocolate and Creamy & Crunchy Cookies N’ Cream.
- Candy Pop: A playful ice cream concept featuring a candy-flavored coating over a creamy ice cream center blended with crunchy candy bits, designed to deliver a Fun & Flavorful experience tailored to Thai consumer preferences.
- Bakery Ice Cream: A novel fusion of bakery and dairy, combining the Crispy Choux au Craquelin with premium ice cream flavors such as Chocolate and Hokkaido Milk, creating a distinctive new category within the ice cream market.
Apart from adopting sustainability practices like the use of solar energy and zero wastewater management, Magnolia’s production facilities are also certified under international recognized standards including FSSC 22000, ISO 22000, HACCP, GHP, and Food and Drug Administration (FDA).
In terms of marketing, Magnolia implements an integrated communication strategy across digital platforms, and collaborates with Key Opinion Leaders (KOLs), and maintains strong distribution coverage across Modern Trade and Traditional Trade channels. The brand’s iconic bright yellow Magnolia ice cream cart continues to serve as a distinctive symbol of joy, reinforcing its brand promise of being ‘More than just good taste’.
