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.

The Must-Have Snacks to Keep in Your Office Drawer

Stock up on URC favorites that help keep you energized from 9 to 5. 

Busy days at work can involve rushing from one meeting to the next and racing against deadlines. On days like these, it's helpful to have your own snack stockpile on hand—your go-to office drawer necessities that keep you focused, energized, and ready for whatever the workweek throws at you.

Because, let's face it, hunger can strike at any time. And when it occurs, you'll want something quick, filling, and tasty. The correct snacks (and drinks!) not only satisfy hunger, but they also make those in-between work moments more fun and convenient.

Here are some snacks to fill your office drawer with:

Magic Creams Choco

A well-known favorite at breaktime. Whether you're taking a quick break between chores or enjoying a well-deserved breather, Magic Creams Choco provides a crunchy and creamy delicacy to make breaktime more enjoyable.

Mang Juan

Are you craving a strong, crispy snack? Mang Juan's bold tastes and delicious crunch make it an excellent pick for your office drawer, especially when the 3PM slump strikes and you need something exciting to snack on.

Cream-O

Sometimes all you need is a beautiful "me-time" moment. Cream-O biscuits are ideal for relieving tension in between tasks—even the busiest days need a chocolate break.

Wafrets

Wafrets are ideal for when you want something sweet but don't have time to leave your work. They're compact, chocolatey, and easy to store in your bag or drawer.

Presto Peanut Butter Sandwich

Presto is hearty and satisfying, with a peanut-buttery bite to keep you going until your next meal. It's an easy solution for those long intervals between breakfast and lunch—or lunch and dinner.

Cloud 9

Do you have one more task before you clock out? Enjoy a well-deserved rest with a Cloud 9 bar. With its delightful combination of chocolate, caramel, and peanuts, it's a simple indulgence that allows you to unwind, relish the moment, and recharge before returning to your day.

Great Taste Choco

This quick powdered blend is ideal for coffee drinkers who enjoy a hint of chocolate. Simply add hot water and enjoy a smooth, creamy cup of kape na chinoco, a blend of rich coffee and soothing chocolate that is ideal for starting the day or keeping you company for late-night deadlines.

Your Snack Survival Kit

Long workdays, unexpected overtime, or spontaneous brainstorming sessions? You'll always be prepared if your workplace drawer is packed with your favorite URC snacks and beverages. Create your own "snack survival kit" today to make every workday feel lighter, happier, and more tasty!

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. The newest addition to Dewberry – Dewberry Yogurt Cake brings a balanced sweetness and fruity flavor for a delightful snacking moment. To learn more about URC, visit its Website, Facebook Page and TikTok account. 

Beyond the Court: UPMBT players show their “Top Love & Care” in TopBreed’s latest community initiative

The UP Men’s Basketball Team, alongside the UP Emotional Support Animals and the Universal Robina Corporation TopBreed team, cap off its Top Love & Care activity with a fun group  photo

The University of the Philippines Men's Basketball Team (UPMBT) demonstrated that their strength extends far beyond the court as they participated in TopBreed's Top Love & Care Day, a touching community project focused on bonding with UP Emotional Support Animals (UP ESAs).

In a heartfelt demonstration of warmth and compassion, the crew spent the day learning about pet welfare, soothing rescue animals, and sharing moments of pure joy with the pets that provide psychosocial support to students and staff around campus. The event, hosted by Universal Robina Corporation's (URC) pet care brand TopBreed, demonstrated how true compassion can strengthen a community and athletes can inspire it.

UPMBT members joyfully play around with UP ESA’s dogs at the Sunken Garden.

The UP ESAs, founded in 2019 and supported by volunteer groups such as Friends of Campus Animals–UP (FOCA UP), play a vital role in alleviating stress, anxiety, and emotional fatigue among students and faculty. Through training, medical care, and frequent engagement activities, these animals bring comfort to the campus community, making the players’ visit all the more meaningful.

UPMBT Shares Love, Care, and Connection

The UP MBT members enjoyed carrying the ESA pets around.

For UP ESA member Christian Arranz, the day was a reminder of how much joy the ESAs bring to the university.

“Our ESAs have helped spread top love and care in our university with their cuteness and unconditional love for every single person here — students, faculty members, and staffers —  by just being there and being available for petting every single time.” ~Christian Arranz, UP ESA Member

Meanwhile, guard and team captain Gerry Abadiano stressed how much the team benefits from such moments, particularly in the midst of hectic training schedules. It was a well-deserved vacation from training, as well as an opportunity to give back to the dogs who have helped their community cope with stress and worry. For UPMBT’s LA Andres, who is a fur parent himself, the event felt especially personal.

“Kahit mainit and umulan, nakakawala sila ng pagod at nawawala yung mga stress namin. Para sa akin, deserve nila ng mas marami pang time tulad nito, for us to bond and play with them. They definitely deserve the top nutrition we can give.” ~LA Andres, UPMBT Member

TopBreed Reaffirms Its Promise of “Top Love & Care”

TopBreed continues to promote pet health and well-being through nutrition, wellness, and advocacy projects such as this one. By bringing the UPMBT closer to the ESAs, the brand demonstrates its dedication to raising pet care standards while also cultivating a community based on empathy, care, and connection.

The day's activities reflected TopBreed's brand promise to provide every pet with the “Top Love & Care” they deserve, including correct nourishment and meaningful human interaction.

A Community Strengthened by Care

Throughout the event, the smiles of student volunteers, ESA caregivers, and athletes reflected what the UP community has long understood: that love, compassion, and care, whether on four or two legs, can have a long-term good influence.

TopBreed's collaboration with the UP ESAs continues to pave the way for additional programs that promote responsible pet care, emotional support awareness, and community well-being. 

TopBreed encourages more Filipinos to join its quest to provide every pet with the love and care they deserve.

Watch the TopBreed and UPMBT video HERE, and stay tuned for future efforts to learn how you, too, can contribute to a healthier, happier environment for pets and the people who love them.

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. TopBreed, URC’s pet care brand under its Agro-Industrial Group, offers high quality and top-value products including TopBreed dog and cat meals, Top Care Cat Litter, ShamPooch dog shampoo, and TopB+ pet vitamins. To learn more about URC, visit its Website, Facebook Page and TikTok Account.

Comfort in Every Bite: Snack Pairings for the Holiday Season

Between holiday shopping, last-minute get-togethers, and a never-ending playlist of Christmas tunes, the days can blur in the greatest manner possible. Fortunately, there is always time for small moments of solace, such as those provided by your favorite snacks. Whether it's a cold morning breeze, a rainy afternoon, or a relaxing night in, these modest moments call for large flavors and comfortable bites that make the season even more delightful.

This is your cue to grab your favorite snack pairings—sweet and savory duos to suit any Ber month mood. Here's how some popular Universal Robina Corporation (URC) products may keep you company during the rush and make every mouthful feel like home.

For rainy afternoons: Warm and hearty with a crunchy twist

When the skies turn gray and the rain starts to fall, a cup of hot Nissin Cup Noodles hits the spot.  Its fragrant broth and silky noodles provide warmth and comfort with every drink.  Pair it with a bag of Nova or Vcut for an additional crunch—nothing matches the combination of substantial noodles and a satisfying, savory companion.

For movie nights or family bonding: Sweet meets savory

Nothing says cozy bonding time like a nice movie and accompanying snack spread. Cloud 9's gooey caramel and chocolate bliss makes for a delicious sweet delight. Then, to balance things out, serve Granny Goose Tortillos—a savory, crunchy contrast that will have everyone wanting more.  It's the kind of combo that makes family gatherings twice as enjoyable.

For afternoon merienda or study breaks: Flavorful comfort food

When you need something to get you through a hectic afternoon or to keep you company while studying, opt for a hearty mix.  A bowl of Payless Instant Mami provides the comfort and satisfaction of home-cooked merienda, while a pack of Presto Peanut Butter Sandwich adds a nutty sweetness that hits the spot.  It's a pair that can fill you up—both physically and mentally.

The perfect finish: sweet, creamy, and refreshingly cool

After dinner, enjoy the sweet and chocolatey richness of Cream-O cookies—just enough to satisfy your dessert desires. Then conclude with a Maxx candy for a cold, fruity finish that will leave you refreshed and ready to relax.

Whether it's slurping noodles on a rainy afternoon, matching sweet and savory goodies for a nice movie night, or indulging in a fruity-fresh candy after dinner, these simple snack rituals may add warmth and delight to every day during the frantic season leading up to the busy holidays.

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. Known for its bold flavors, Mang Juan delivers top-quality snacking with its Kropek line—made to be crisp, flavorful, and budget-friendly, making it a go-to choice for Filipino snack fans. To learn more about URC, visit its website, Facebook Page and TikTok Account.

URC MINIWORLD Is Creating Buzz—and Here’s Why You’ll Want In

There's a particular pleasure to purchasing mystery things without knowing what you'll receive.  As an example, consider blind boxes and surprise capsule toys. 

URC MINIWORLD Collectibles is one of the current capsule crazes that has piqued the interest of toy collectors and resulted in unpacking videos on social media.

URC MINIWORLD, a collaboration between Universal Robina Corporation (URC) and MiniWorld Collectibles, provides miniature versions of some of URC's most popular snacks and drinks.

If you're wondering about the capsule craze, the URC MINIWORLD contains 24 capsules, each holding a random assortment of charming small toys.  From snack time staples like Jack 'n Jill Nova, Piattos, Vcut, Choco Knots, Presto Nutty Bites, Maxx candy, and even the adorable tiny versions of Nissin Cup Noodles, Great Taste White, C2 Cool and Clean, and Vitasoy, you're sure to get a selection of these cute miniature toys with every capsule that you unbox.

Completing URC MINIWORLD isn't too expensive; each capsule costs P99 and includes a little figurine and matching stickers.  This is only available in Toys"R"Us stores and some Toys"R"Us within Robinsons Department Stores (availability varies by location).  So, before you go out, check with your nearest branch or, even better, talk with your fellow collectors.

For those new to the hobby, the URC MINIWORLD range offers a unique and enjoyable collection experience for all ages!  And for those who have already experienced the excitement, you know they are selling quickly, so buy a capsule (or three) now.

Universal Robina Corporation (URC) produces iconic brands such as Great Taste Coffee, C2 Cool and Clean, Jack ‘n Jill Piattos, Cloud 9, Cream-O and Maxx Candy, which have been part of Filipinos’ lives for decades. Mang Juan is URC's version of the classic Pinoy favorites chicharron, chik’n skin and kropek, recognized for its distinct asim-anghang flavors and satisfying crunch. With a number of flavor variants to choose from, Mang Juan earns its place as a quintessential Filipino snack. To learn more about URC, visit its Website, Facebook Page and TikTok Account.