Certain favorites never go out of style and continue to provide joy in novel ways. With high-quality and beloved brands like Jack 'n Jill Piattos, Maxx, Cloud 9, Cream-O, C2 Cool and Clean, and Great Taste, among others, Universal Robina Corporation (URC) has been a reliable companion in Filipino homes for 70 years. URC continuously adapts to the tastes and lifestyles of its customers while staying loyal to its mission of providing everyone with healthy food options.
By introducing novel flavors, innovative formats, and thrilling product experiences that demonstrate that innovation can come from the brands that Filipinos already know and love, the company continues to thrill generations of consumers today.
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
Because of its distinctive hexagon shape, satisfying crunch, and classic flavors like cheese, sour cream and onion, roadhouse barbecue, nacho pizza, roast beef, and spicy cheese, Piattos are a staple in Filipinos' everyday snacking moments. The brand keeps adding new flavor options, from limited-edition creations like Beef Bulgogi and Truffle Cream to intriguing flavor combinations like its most recent Cheddar & Sour Cream variant, to satisfy changing snack cravings and thrill today's daring palates.
Joining Piattos are other well-loved Jack ’n Jill snacks—including Nova, Mang Juan, VCut, Chippy, and Chiz Curls—which continue to innovate with fresh and exciting flavor offerings, giving Filipino snack lovers more variety for every craving.
From sandwich cookie to full chocolate experience
Cream-O continues to redefine the way Filipinos enjoy their favourite chocolate treats. The brand’s evolution reflects the company’s focus on innovation and its commitment to responding to changing consumer preferences. What began as a much-loved chocolate cookie has grown into a broader portfolio featuring Cream-O Cake Bar, Cream-O Cakewich, and Cream-O Premium. The latest addition, Cream-O Dark Choco, takes indulgence further with a bold, rich chocolate flavour sandwiched between crisp cookies.
Beyond Cream-O, URC is also bringing innovation to its wider range of biscuit favourites. Brands such as Dewberry, Presto, and Magic Crackers continue to introduce evolving formats and experiences, offering Filipino consumers greater variety as their snacking habits and cravings continue to change.
Reimagining the chocolate enjoyment with a new crunch
A longtime favorite among Filipino chocolate lovers, URC Cloud 9 is best known for its satisfying combination of rich chocolate, chewy nougat, creamy caramel, and crunchy peanuts. Building on the appeal of this iconic chocolate snack, URC continues to explore new formats, including Cloud 9 Crunchies, which introduces an irresistible crispy texture to the classic favorite.
Meanwhile, Nips chocolate brings a playful touch to the world of sweet treats with its vibrant colors and fun format. From classic chocolate favorites to innovative new products, URC Philippines continues to offer a variety of chocolate snacks designed to satisfy evolving consumer cravings and make everyday moments a little sweeter
Maxx candy has become a familiar favorite for Filipinos who want a quick burst of freshness while on the go. Responding to the growing interest in fun and chewy candy textures, URC Philippines expanded its offerings with Maxx Chews, a chewy menthol candy that puts a playful spin on the classic refreshing experience.
Designed for today’s busy lifestyle, Maxx Chews comes in a convenient and value-packed three-piece stick, making it easy to enjoy during daily commutes, work breaks, or whenever a refreshing treat is needed. Joining Maxx are other well-loved URC candy products, including XO, Dynamite, and Lush, showcasing a diverse selection of treats made to suit different tastes, cravings, and everyday occasions.
Offering refreshing tea favorites, and flavor innovations
As one of the pioneers of ready-to-drink green tea in the Philippines, C2 Cool and Clean has helped make refreshing tea beverages more accessible to Filipino consumers. The brand continues to innovate beyond its Classic Green Tea, Apple, and Lemon variants with a growing selection of fruit-inspired flavors, including Raspberry, Dalandan, and Peach.
The latest addition, C2 Freeze Melon, takes the fruity tea experience in a new direction with its distinct melon flavor and refreshing coolness. Created for consumers who enjoy flavorful and refreshing beverages, C2 Freeze Melon adds another exciting option to the growing range of C2 green tea flavors in the Philippines.
Brewing modern coffee moments, one cup at a time
With a long-standing presence in the Philippine beverage market, URC Great Taste continues to be recognized among the country’s most chosen beverage brands, based on Kantar’s Brand Footprint report. The brand has consistently explored new ways to enhance the Filipino coffee experience, including its introduction of Great Taste White Coffee in the Philippines.
Building on this legacy of coffee innovation, URC has launched Great Taste Premium Roast, designed to complement the daily routines of Filipino coffee drinkers. Its signature Tapang-Sarap blend combines dark-roasted Robusta coffee, palm sugar, and real milk to create a rich and enjoyable cup. Whether enjoyed during an afternoon break or as a daily coffee companion, Great Taste Premium Roast offers a flavorful way to Balik Lakas Sigla.
Bigger, bolder flavours for instant happiness
Known for delivering sulit and flavorful instant noodle meals, Payless continues to innovate with products designed to give Filipino consumers more value in every serving. From its variety of instant noodle flavors to its latest creations, the brand continues to make quick meals more exciting and satisfying.
Its newest offering, Payless Chili Garlic Mami, gives the familiar Filipino comfort food a bold and flavorful upgrade. Featuring rich chili oil and real garlic bits, the noodles deliver a satisfying combination of heat and savory flavor, creating the signature anghang-linamnam experience. Available in Beef and Chicken flavors, Payless Chili Garlic Mami brings kakaibang Anghang-Sarap na Tumatatak to every bowl—perfect for anyone craving an affordable yet flavorful noodle meal.
Moving into modern pet care
URC’s commitment to bringing more joyful everyday moments extends beyond its food and beverage products to Filipino pet parents and their fur babies. Through TopBreed, its award-winning pet care brand, URC continues to support responsible and loving pet ownership with a selection of products designed for dogs and cats, including pet food and everyday essentials. In 2026, TopBreed expanded its pet food portfolio to offer more variety beyond dry dog and cat food. The growing range now includes wet food and treats, giving pets additional options for mealtime and rewards. Complementing the expanded food selection is TopCare cat litter, further strengthening URC’s lineup of pet care products in the Philippines and providing fur parents with more solutions for their pets’ everyday needs.
Always something new to discover
For 70 years, URC has been part of the Filipino experience, growing alongside generations of consumers and adapting to the changing ways Filipinos eat, drink, snack, and enjoy everyday life. Through its diverse portfolio of food, beverage, and consumer products in the Philippines, URC continues to respond to evolving consumer preferences while staying grounded in its commitment to quality and flavor. As a trusted lifestyle companion, Universal Robina Corporation continues its long-standing tradition of bringing delicious products, convenience, and everyday moments of joy to Filipino homes—building on a legacy that has remained relevant for seven decades.
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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