Many of us Filipinos have a sweet tooth, which is probably the reason that plenty of our native delicacies are perfect for dessert or merienda. Pinoy delicacies like ensaymada, mamon, Brazo de Mercedes, and biscocho can be found in homes all over the country.
A love for our native delicacies as well as for dessert was the inspiration behind the first Magic Melt shop that was set up in 1990, in Cebu, where some of the native baked goods that abound are otap, rosquillos, barquillos, barquiron, and polvoron. A subsidiary of the Budget Builders Group of Companies, Magic Melt diversified into the production of bread, cookies, and pasalubong products, which it distributed through supermarkets, convenience stores, and canteens in Cebu City.
In 2005, the company was organized into a corporation, Magic Melt Foods Inc. (MMFI). It was a family enterprise with a vision of making Cebu globally synonymous with unique native treats. Under the leadership and management of Carolyne Go, the company’s chief executive officer, and her brother Wilson Lumakang, the chief operating officer, this homegrown brand evolved from a small specialty bakeshop selling ensaymada and pastries in Cebu City into a nationwide brand selling pasalubong treats that can whet almost anyone’s appetite.
Ensaymada was the Pinoy classic product that Magic Melt became known for. The company makes ensaymada in the following flavors: regular, chocolate, macapuno, mango, pandan, pineapple, salted egg, strawberry, ube, and yema. Its mamon is available in plain, ube, and vanilla flavors. Magic Melt polvoron varieties are classic, cookies & cream and pinipig, while hopia comes in baboy, mongo and ube varieties. Lengua de gato cookies are also available from this provider of baked goods. Magic Melt native delicacies are packaged in plastic packs, tins, pasalubong boxes, and variety packs.
Aside from sweet native delicacies, Magic Melt makes dessert goodies that weren’t invented in the Philippines. These include cakes like its choco moist cake, vanilla cake, chiffon cake, cheese cupcakes, and brownies.
But don’t start thinking that Magic Melt only makes sweet stuff. You should know that Magic Melt also makes savory treats like asado bread, chicken asado bread, chicken pork asado bread, chicken deluxe bread, chicken beef pan de sal, pork pan de sal, spicy tuna bread, ham rolls, corned beef rolls, hotdog rolls, tuna rolls, pizza bread, empanada, and siopao.
The local success that Magic Melt gained over a decade led to an expansion in new territories. Starting in 2006, Magic Melt’s variety of world-class products including otap, rosquillos, biscocho, and mamon tostado was made available on the shelves of supermarkets and food fairs in the USA and Canada. All these were made possible through the efforts of Magic Melt’s sales and food safety team, through maintenance of its world-class facility in Lapu-Lapu City, and through the company’s experienced distributors, who are committed to making the brand widely known and distributed.
Magic Melt adheres to strict standards of food safety and practices like the Hazard Analysis Critical Control Point (HACCP) system. It also complies with the standards of Good Manufacturing Practices (GMP). Magic Melt was the first food manufacturing company verified and approved by Sure Seal (the only trust-mark provider in the Philippines), which ensures safe trade on the Web. Magic Melt’s products are halal, or ritually fit according to Islamic law.
Around November 2011, Magic Melt opened a café in Guadalupe. For more information, you may get in touch with Magic Melt at its head office in Bankal, Lapu-Lapu City, with telephone numbers (032)495-8903 and (032)340-8619 and fax number (032)341-2973. MMFI Salinas branch can be found on Salinas Drive, Lahug, Cebu City, with telefax number (032)232-2787. Send e-mail to [email protected] or get to know Magic Melt better through the Web site www.magicmelt.com or its Facebook page, www.facebook.com/MagicMelt
Magic Melt is open for franchising bakery cart businesses, with affordable investment, zero royalty and an easy-to-run turnkey business package. Without any royalty to pay, franchisees would get faster return on investment, and they could focus their resources on growing the business. Magic Melt’s advantage as a franchise business consists of its start-up, pre-opening, opening, and continuing support. In fact, Magic Melt had a booth at the Pinoytrepreneur trade show organized in cooperation with Kabuhayang Swak na Swak, at the SM City Cebu Trade Hall 2 on February 3 and 4, 2012.
Aspiring investors who want to become part of the Magic Melt family should get hold of the MMFI Cebu City office at N. Bacalso Avenue, Mambaling, through telephone number (032)261-5210, (032)262-7944 or (0923)708-6706 or through [email protected] for e-mail messages. You may download Magic Melt’s franchisee inquiry form from its Web site.
A. Magic Melt head office, Bankal, Lapu-Lapu City
B. Magic Melt café, 372 V. Rama Ave., Guadalupe