Some favorites never go out of style—and continue to delight in new ways. Universal Robina Corporation (URC) has been a constant companion in Filipino households for 70 years, offering quality and well-known brands such as Jack 'n Jill Piattos, Maxx, Cloud 9, Cream-O, C2 Cool and Clean, and Great Taste, among others. URC remains true to its mission of delighting everyone with good food choices while constantly evolving to meet the tastes and lifestyles of its customers.
Today, the company continues to excite generations of customers by introducing new flavors, formats, and exciting product experiences that demonstrate that innovation can come from brands that Filipinos already know and trust.
Here’s how some of URC’s popular brands are continuously evolving to excite and delight everyone:
The iconic tasty hexagon snack keeps offering exciting flavours
Piattos is a popular snack among Filipinos due to its distinctive hexagon shape, satisfying crunch, and classic flavors such as Cheese, Sour Cream & Onion, Roadhouse Barbeque, Nacho Pizza, Roast Beef, and Spicy Cheese. To excite today's adventurous palates and satisfy changing snack cravings, the brand continues to introduce new flavor options, ranging from limited-edition creations like Beef Bulgogi and Truffle Cream to exciting flavor combinations like its most recent Cheddar & Sour Cream variant.
Piattos isn’t the only Jack ’n Jill favorite keeping snack lovers excited. Nova, Mang Juan, VCut, Chippy, and Chiz Curls are also exploring new and exciting flavor combinations, making every snack break something to look forward to.
From sandwich cookie to full chocolate experience
For years, Cream-O has been a favorite among chocolate lovers, but URC is taking the brand beyond the familiar cookie experience. Innovation remains central to meeting the evolving tastes and cravings of consumers. From the Cream-O Cake Bar and Cakewich to Cream-O Premium, the brand now offers a wider range of indulgent treats. Adding to the lineup is the new Cream-O Dark Choco—a rich and intensely chocolatey cookie sandwich created for those looking for a more indulgent snack.
The same spirit of innovation can be seen across URC’s biscuit portfolio, with favourites like Dewberry, Presto, and Magic Crackers continuously evolving their formats and offerings to give consumers more ways to enjoy their favourite snacks.
Reimagining the chocolate enjoyment with a new crunch
For generations of Filipino chocolate lovers, Cloud 9 chocolate has been a familiar favorite, thanks to its delicious combination of nougat, caramel, and peanuts. URC continues to reinvent this beloved treat with exciting new offerings such as Cloud 9 Crunchies, which gives chocolate fans a satisfying crispy twist on the classic Cloud 9 experience.
Adding more fun to snack time is Nips chocolate, known for its colorful and playful format. With new textures, flavors, and product variations, URC continues to create chocolate snacks in the Philippines that cater to different tastes and make every sweet moment more enjoyable
Whether heading to work, commuting around the city, or simply needing a quick refresh, Maxx candy has long been a trusted on-the-go companion. Keeping up with changing consumer tastes, URC introduced Maxx Chews, a chewy menthol candy that combines refreshing flavor with a fun, satisfying texture.
Packed in a convenient three-piece stick, Maxx Chews is designed for the fast-paced lifestyle of modern Filipino commuters and professionals. Alongside Maxx, other URC candy favorites such as XO, Dynamite, and Lush offer different flavors, textures, and experiences, making it easier to find the perfect candy for every craving.
Offering refreshing tea favorites, and flavor innovations
C2 Cool and Clean has been a familiar name in the ready-to-drink green tea market in the Philippines, giving Filipinos a refreshing tea option that can be enjoyed anytime, anywhere. Its lineup includes well-loved flavors such as Classic Green Tea, Apple, and Lemon, as well as fruit-inspired variants like Raspberry, Dalandan, and Peach.
Now, C2 is adding another exciting choice with C2 Freeze Melon. Combining the delicious taste of ripe melon with a refreshing cooling sensation, the newest C2 flavor offers a unique take on fruity green tea and a satisfying way to cool down throughout the day.
Brewing modern coffee moments, one cup at a time
For Filipino coffee lovers, Great Taste has long been part of the everyday coffee ritual. Named among the country’s most chosen beverage brands in Kantar’s Brand Footprint report, URC Great Taste continues to innovate, including its introduction of White Coffee in the Philippines, which gave consumers another way to enjoy their favorite brew.
Now, Great Taste is adding a new option for coffee breaks with Great Taste Premium Roast. Made with a bold Tapang-Sarap blend of dark-roasted Robusta coffee, palm sugar, and real milk, this coffee mix is crafted to deliver a rich and satisfying taste—perfect for an afternoon pick-me-up and a little Balik Lakas Sigla.
Bigger, bolder flavours for instant happiness
When it comes to affordable and delicious instant noodles in the Philippines, Payless continues to give consumers more for their money. Its range of flavorful noodle variants combines sulit value with bold tastes, making it an easy choice for quick and satisfying meals.
Adding excitement to the lineup is Payless Chili Garlic Mami, a delicious take on the classic Filipino mami. Infused with rich chili oil and real garlic bits, every bite delivers the perfect balance of anghang-linamnam. Available in Beef and Chicken, Payless Chili Garlic offers a distinctive kakaibang Anghang-Sarap na Tumatatak goodness that's made for satisfying those everyday noodle cravings.
Moving into modern pet care
For Filipino fur parents, caring for pets goes beyond providing food—it is about creating more joyful moments with their beloved companions. URC’s TopBreed, its award-winning pet care brand in the Philippines, continues to support this journey through a growing selection of quality products for dogs and cats. In 2026, TopBreed took its product lineup further by expanding from its established dry dog food and dry cat food range into wet food and pet treats. The brand also introduced TopCare cat litter, giving Filipino pet owners more choices for feeding, rewarding, and caring for their furry family members.
Always something new to discover
For seven decades, URC has grown alongside Filipino families, keeping pace with evolving tastes, lifestyles, and everyday routines. From beloved food and beverage favorites to new and innovative products, URC continues to serve as a trusted lifestyle companion for Filipinos, bringing together quality, great flavor, convenience, and moments of everyday delight.
For 70 years, Universal Robina Corporation (URC) has grown into one of the Philippines' leading food and beverage companies, with a portfolio of trusted brands enjoyed by millions of consumers locally and across international markets. Through decades of innovation and a deep understanding of evolving consumer needs, URC has built a lasting legacy of delivering quality products that enrich everyday life. Its iconic brands—including Jack 'n Jill Piattos, Cloud 9, Maxx Candy, Cream-O, Payless, C2 Cool and Clean, and Great Taste coffee—have become household names, connecting generations of Filipinos through shared moments and the simple joy of great taste. To learn more about URC, visit its Website, Facebook Page, and TikTok.
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