Landers Superstore has officially launched its highly anticipated Ice Cream Festival, marking the start of summer with a celebration of flavors, live entertainment, and major prizes. The festival, held at Landers Arca South and its branches nationwide, features a wide selection of local and international ice cream brands, exclusive promotions, and a grand raffle offering a Toyota Corolla Cross Hybrid as the top prize.
First launched last year, the Ice Cream Festival has returned on a larger scale. Bill Cummings, deputy chief executive officer of Landers, highlighted the event’s expansion.
“We’ve doubled our assortment — more flavors, more variety, and even more suppliers than last year,” Cummings said. “We launched the Ice Cream Festival last year as the official start of summer. This year, we’ve made it even bigger.”
When asked about the most popular ice cream flavors in the Philippine market, Cummings admitted he couldn’t say for certain but had an educated guess. “I’m not entirely sure, but I would guess that vanilla and chocolate remain the most popular, as they are in most markets worldwide,” he said.
Landers carries an extensive selection of ice cream brands, including well-known local and international names. The company is also preparing to launch its own private label. “We carry thousands of brands across all categories,” Cummings said. “But we also have our very own Selection by Landers brand, which we’ll officially launch in July. This new brand will include a variety of products — food, non-food, and even fresh items.”
Selection by Landers will focus on two core principles: “quality and value,” he said.
The festival showcased several beloved brands, including Magnolia Gold Label, Binggrae, Carmen’s Best, Nathaniel’s, and Keto Ice Cream. Representatives from these brands introduced their best-selling flavors and exclusive festival deals.
“Our brand has been a household favorite for generations,” said the marketing manager of Magnolia Gold Label. “We are thrilled to be part of this festival, bringing families together over our rich and creamy flavors.”
Binggrae, the South Korean brand behind the popular Melona bars, also drew attention. “It’s not just about ice cream,” said the sales director of Binggrae. “It’s about making memories.”
Asked which ice cream brands perform best at Landers, Cummings was optimistic about the upcoming launch of their own label.
“Hopefully, it will be Selection by Landers once we launch!” he said. “But we also have strong local brands, as you saw from the suppliers giving out samples today. Our buyers carefully select the best of the best from both local and international brands.”
Among the international brands, several stand out. “Some of the biggest brands include Ben & Jerry’s, New York Cheesecake, and Blue Bell from Texas — one of my personal favorites,” Cummings said.
Adding to the excitement, Landers announced a raffle where shoppers can win more than P100,000 worth of prizes, including P10,000 Landers gift cards and the grand prize: a Toyota Corolla Cross Hybrid.
To enter, customers must spend at least P4,000 at Landers Superstore, with at least P1,000 of that total coming from participating ice cream brands. Each qualifying transaction earns an entry, with the raffle running from April 2 to May 4.
Cummings emphasized Landers’ commitment to delivering a smooth and enjoyable shopping experience. “Whether our members want to sample ice cream in-store or order online for delivery, we make it easy for them,” he said.
The festival officially opened with a ribbon-cutting ceremony featuring Landers executives and special guest Rufa Mae Quinto. With an expanded selection, engaging activities, and exciting prizes, the Landers Superstore Ice Cream Festival is shaping up to be the summer’s sweetest celebration.
