Product Offerings
Products:
Pasalubong & Bakery Goods: Otap (plain & ube), Ensaymada, Rosquillos, Bischo‑co, Mamon Tostado, Banana Loaf, Egg Rolls (Barquillos)
Frozen & Ready-to-Eat: Frozen Ensaymada, Pastries
Magic Melt Foods, Inc., headquartered in Lapu-Lapu City, Philippines, is a leading producer and exporter of traditional Filipino baked goods and pastries. Known for its heritage brand Magic Melt, the company combines time-honored recipes with modern manufacturing standards to deliver quality bakery products for both local consumption and international distribution.
Core Business and Offerings
Magic Melt Foods, Inc. specializes in the development, production, and marketing of pasalubong (souvenir) and bakery items. Their main product categories include:
-
Pasalubong & Bakery Goods:
- Otap (available in classic and ube variants)
- Ensaymada
- Rosquillos
- Bischo-co (Cebu’s version of biscocho)
- Mamon Tostado
- Banana Loaf
- Egg Rolls (Barquillos)
-
Frozen & Ready-to-Eat Items:
- Frozen Ensaymada
- Select pastries designed for longer shelf life and export
The company supplies its products to local supermarkets, specialty stores, and overseas Filipino stores globally.
Specialization and USP
Magic Melt's core strength lies in blending traditional Filipino baking techniques with efficient large-scale production. Unique selling propositions include:
- Heritage Pasalubong Specialties: Celebrated for Otap and Ensaymada, Magic Melt products are iconic in Cebuano and Filipino snack culture.
- Export Readiness: Offers shelf-stable, vacuum-sealed packaging to preserve freshness for international markets.
- Diverse Product Line: Caters to both mass retail and premium souvenir product niches.
Its ability to maintain artisanal taste profiles while achieving mass production scale is central to its brand value.
Financials and Performance
Though privately held, Magic Melt Foods, Inc. has demonstrated consistent business growth:
- Products stocked in over 1,000 retail outlets in the Philippines, including major supermarket chains.
- International distribution partners in North America, the Middle East, and Asia-Pacific.
- Export volumes have seen steady growth year-over-year, with ensaymada and otap as top-performing SKUs.
Magic Melt’s revenue performance aligns with the growing global demand for ethnic and heritage food products.
Shipment and Export Data
Magic Melt is a significant contributor to the Philippine bakery export sector:
- Export Markets: United States, Canada, United Arab Emirates, Australia, Japan, and Saudi Arabia.
- Exported products include frozen and vacuum-sealed pastries, ensuring product integrity for long-haul shipping.
- Participates in trade shows such as IFEX Philippines and Gulfood to expand market access.
The company has been recognized by trade agencies for its sustained contribution to the Philippine export industry.
Target Market
- Local Pasalubong Centers and supermarkets seeking regional delicacies.
- Overseas Filipino Communities demanding culturally relevant snacks and bakery goods.
- Importers and Retail Chains in ethnic food segments abroad.
- E-commerce platforms and specialty distributors targeting nostalgic food categories.
Capabilities
- Manufacturing Facilities: Modernized baking lines located in Lapu-Lapu City, Cebu.
- Product Development Team: R&D support for innovation in flavors, packaging, and dietary adaptations.
- Logistics and Cold Chain: Integrated distribution system for both frozen and ambient products.
- Franchise Operations: Offers Magic Melt retail models across select regions.
Certifications and Compliance
- FDA Philippines registered.
- Halal Certified product lines.
- Compliant with international food safety standards for export, including labeling and traceability.
- Participates in DTI’s Export Assistance Programs.
Customer Testimonials
Magic Melt products are widely praised for their authentic taste, flaky textures, and freshness even after overseas shipping. Customers describe the Otap and Rosquillos as crunchy yet buttery, and Ensaymada as fluffy and rich with cheese. Retailers favor the brand for its attractive packaging and consistent demand among Filipino expats.
Major Achievements
- National and International Recognition: Featured in food expos and trade showcases in Asia and the Middle East.
- Brand Loyalty: Decades-long presence as a trusted name in the pasalubong industry.
- Export Success: Products available in more than 10 countries.
- Product Innovation: Development of shelf-stable frozen lines for extended shelf life and broader export potential.
Magic Melt Foods, Inc. continues to be a standard bearer of Filipino baking tradition, successfully bringing the warmth of homegrown flavors to global markets while driving innovation in ethnic bakery manufacturing.