Familiar and Fresh: How URC Continues to Surprise Filipinos After 70 Years

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.

Light, Crispy, and Flavorful: Discover the NEW Magic Chips Thin & Crispy

Make your breaktime more fun with the delicious and flavorful Magic Chips Thin & Crispy, available in BBQ and Sour Cream and Onion flavors.

Some days can feel like they're on repeat—the same routine, tasks, and brief pauses in between. That's why even the smallest breaks should include something enjoyable, flavorful, and exciting to brighten the day. Taking a quick snack break with friends can transform an ordinary moment into something memorable. 

Enter the new Magic Chips Thin & Crispy, a lighter version of the popular Magic Chips designed to turn ordinary breaktimes into truly magical moments. It provides a uniquely light, airy, and flavorful bite by seamlessly combining the satisfying crunch of chips with the familiar sarap of crackers.

Magic Chips Thin & Crispy are baked rather than fried, making them thinner and crisper than ever before. This provides snack lovers with a delicious, guilt-free muncharap experience that they can enjoy whenever they need a quick break from their hectic schedules. 

Available in delicious BBQ (Barbeque) and Sour Cream & Onion flavors, each bite packs bold flavor into irresistibly thin, crispy pieces that keep snackers coming back for more.

Packed in convenient 28g pouches, Magic Chips Thin & Crispy is perfectly portioned for on-the-go snack breaks, study sessions, or commute cravings. Offering a more premium snacking experience at an affordable Suggested Retail Price (SRP) of 8.20 PHP, it is now available in leading retail stores nationwide, and major e-commerce platforms. 

Sometimes, all it takes is one crispy bite to turn an ordinary pause into something magical. So, basta break time, Magic.

Try Universal Robina Corporation’s (URC) new Magic Chips Thin & Crispy today. Have a magical and guiltless munching with every crunchy bite.

Universal Robina Corporation (URC) produces iconic brands such as Jack ‘n Jill Piattos, Cloud 9, Maxx candy, Cream-O, Payless, C2 Cool and Clean, and Great Taste coffee, which have been part of Filipinos’ lives for decades. Magic Chips Thin & Crispy delivers a light, crunchy, and flavorful snacking experience that’s perfect for anytime cravings. It offers a satisfyingly thin & crispy texture and delicious flavors that make every moment more enjoyable. Packed with delicious flavors and affordably priced, Magic Chips Thin & Crispy lets Filipinos enjoy big taste without feeling weighed down- making every break more magical, whether enjoyed solo or shared with others. To learn more about URC, visit its Website at www.urc.com.ph, Facebook Page and TikTok account.

URC brands are still top picks among Filipino homes

According to the Brand Footprint report by brand consulting firm Kantar Group, six brands produced by food and beverage company Universal Robina Corp. (URC) continue to rank among the top choices among millions of Filipino households.

In the annual study, three of these brands—C2, Nissin, and Cream All—saw an increase in rankings.

Piattos is still one of the most popular food brands, and Great Taste is one of the top ten most popular brands in the entire FMCG and beverage industry. In contrast, Payless was listed for the first time among the top 20 food brands.

“We are happy to see that our well-loved brands are reaching even more Filipinos, delighting them with good food choices everyday. This report also inspires us to continue giving Pinoys products of superior quality and value. Indeed, Great Taste, C2,Piattos, Payless, Nissin and Cream All are just some of our brands loved by Filipinos across generations.” ~Mian David, URC’s chief marketing officer and managing director of URC International

The “consumer reach points” (CRP) metric, which is used in Kantar's Brand Footprint study, gauges a brand's strength by counting the number of customers who purchase it and how frequently. In essence, it displays the brands that are most successful at the point of sale.

“Filipinos are now spending more on FMCG, presenting a bigger opportunity for more brands to win. Among these brands, many of them are able to do so with improved penetration.” ~Mieke Bartholomeus, Strategic Insights Director at Kantar’s Worldpanel Division

With a 440m CRP, URC's Great Taste coffee came in at number eight among FMCG products and fourth in the beverage industry. The CRP of the ready-to-drink tea C2 increased by 25% to 32 million, placing it as the 14th most popular brand in the beverage industry.

In 2023, there were about 281,000 more households purchasing C2, and it was more prevalent in supermarkets, sari-sari shops, and market stalls. Nissin instant noodles rose to No. 16 in the food industry, while snack brand Piattos maintained its seventh-place position.

With a CRP of 74 million, Payless, another brand of instant noodles, entered the Top 20 brands in the category, ranking 50th among FMCG brands and 19th in the food sector.

While the still-small, recently released Payless Sakto is already generating traction for the brand, the core variant Payless Xtra Big remains a major attraction. Cream All rose to the 19th position in the dairy industry.

Worldpanel, a division of Kantar, offers retailers and brands a comprehensive, 360-degree view of global consumer behavior. Worldpanel continuously tracks consumer purchasing patterns in order to better understand people worldwide and develop the brands of the future. 

URC produces iconic brands such as Great Taste, C2 Cool & Clean, Piattos, Maxx candy and Cream-O cookies, which have been part of Filipinos’ lives for decades. One of the country’s largest food and beverage manufacturers, URC also has significant, and growing, presence in ASEAN. Its leading regional brands include Lexus, Tivoli and Fun-O.

Brands from food and beverage firm Universal Robina Corp. (URC) continue to be among the top choices among millions of Filipino households, according to brand consulting firm Kantar Group’s Brand Footprint report.

Ready to whip upsomething new this Christmas? Here are Unique Pasta Dishes For Your Next Salusalo

El Real Pizza Pasta

One thing every household takes seriously every holiday season is preparing their Noche Buena. While we’re used to stellar favorites like spaghetti, macaroni, and fruit salad, why not extend your recipe knowledge and whip up something new for the family? You might just discover a new favorite that will make your celebration special.

Pasta is a recurring ingredient in most celebrations. It’s versatile, and you can combine almost anything with it. To complete your Noche Buena menu, here are some next-level pasta recipes you can make using a quality pasta brand like El Real Pasta.

Pizza Pasta

Here’s a double win for pizza and pasta lovers! This dish combines two beloved courses that kids, and even the picky eaters, won’t be able to resist. While it looks complex, this dish takes approximately 25-30 minutes to make. All you’ll need are El Real Elbow Macaroni, tomato sauce, quick-melting cheese, pepperoni, and ground beef. These are common ingredients for both pizza and pasta dishes. If you want to stretch the flavors, use dried oregano or basil for that extra kick. Season it as you like. Check the full recipe here.

 

Grilled Chicken Salad

We picture green, leafy veggies, tart fruits, and croutons when we think of salad. But not all salads have to be green. Some can be sweet, savory, and packed with protein, like the Grilled Chicken Salad. If you have some grilled chicken leftover from previous salusalos, this recipe is a great way to reuse and avoid unwanted food waste. Mix your leftover chicken with cooked El Real Elbow Macaroni, pineapple tidbits, raisins, hard-boiled eggs, and ham. You can zhuzh things up by customizing your own salad mix. Read the full recipe here.

El Real grilled chicken salad

 

Sesame Chicken Spaghetti

Who says you can’t add sesame to spaghetti? This pasta dish made with El Real Spaghetti is a must-try if your family loves Asian fusion flavors. The distinct flavor of the sesame oil blends well with the savory flavors of the mushroom, chicharo, and bell peppers. Complete this pasta dish with seasoned chicken breast as your protein. Click here for the full recipe.

El Real Sesame Chicken Spaghetti

Cheesy Christmas Spaghetti

Here’s a no-fail recipe that your family will surely love: cheesy spaghetti. While it might not sound as unique as you think it is, you can make it your signature dish by using different ingredients. For instance, instead of using hotdogs, you can try to mix in diced Christmas ham to your dish for a different flavor experience. Make it more special by using El Real Sarap Bundle Pack (El Real 900g Spaghetti + 800g Sweet Style Spaghetti Sauce). This is a great addition to your Noche Buena feast and, not to mention, a great way to use up leftovers. Click here for the full recipe.

Make Christmas more meaningful by whipping up unique pasta dishes using El Real Pasta

Sulit and special

Making new and unique pasta dishes this Christmas is easier when you have great pasta to help you complete your recipes. Plus, Noche Buena feels extra sulit and special when you cook with El Real Pasta. Your unique salusalo need not exceed the budget because El Real makes quality, affordable pasta that is rich in iron.

So moms, don’t forget to try unique and tasty pasta recipes with El Real Pasta this Christmas! For more delicious holiday recipes, go to Real Pastabilities website, and visit El Real’s official Facebook page for more cooking tips. Got unique recipes in mind? Share them on Facebook and tag El Real.

El Real Pasta is a product from Universal Robina Corporation (URC), makers of well-loved Pinoy brands such as C2 Cool and Clean, Great Taste Coffee, Jack ‘n Jill Piattos, Magic Crackers, Cloud 9 and Maxx. Visit www.urc.com.ph to learn more about URC’s delightful snack and beverage brands.