The history of the Magnolia brand can be traced back to 1899 when an American by the name of William J. Schober arrived in the Philippines as a cook in the United States Army.

The facility, designed by National Artist Leandro Locsin, also housed the main branch of its Magnolia ice cream parlor.

Upon the expiration of the non-compete clause in 2004, SMC revived its ice cream and milk businesses through its subsidiary, Magnolia, Inc.[4] In 2008, SMC sold the Aurora Boulevard property to Robinsons Land Corporation (RLC), a subsidiary of JG Summit Holdings, Inc. News reports stated that the property was sold for ₱1.6 billion.

[5] One of the mall’s first establishments was a Magnolia-franchised ice cream parlor named Magnolia Flavor House, which operated from 2012 to 2017, as a fitting homage to the property’s roots.

[7][8] In the United States, Ramar Foods International, a company founded in 1969 and based in Pittsburg, California, markets its own line of ice cream under the Magnolia trademark "since 1972"[9] using a logo identical to that created and used by SMC.

It noted that Ramar had failed to prove that it suffered any irreparable injury by SMC's use of the Magnolia trademark on its products in the United States.