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

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.

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.

There are days that seem to be repeated, complete with the same tasks, routine, and brief breaks. Because of this, even the smallest pauses should be filled with something enjoyable, tasty, and thrilling to make the day. Stepping away from the screen and having a quick snack break with friends can turn an ordinary moment into something special. 

Presenting the new Magic Chips Thin & Crispy, a lighter version of the popular Magic Chips that will turn everyday breaktimes into genuinely magical experiences. It offers a distinctively light, airy, and flavorful bite by skillfully fusing the delightful crunch of chips with the well-known sarap of crackers (chips na, crackers pa!).

Magic Chips Thin & Crispy are baked rather than fried, making them thinner and crispier than before. Snack lovers can now enjoy a tasty, guilt-free muncharap experience whenever they need a little respite from their hectic schedules. 

Each bite of the delectable BBQ (Barbeque) and Sour Cream & Onion varieties packs a powerful flavor into incredibly thin, crispy pieces that entice snackers to eat 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. 

Grab a delicious recharging URC snack for a quick pick me up.

Rushing through deadlines and hopping from one to meeting are common aspects of hectic workdays. Having your own snack stash on hand—your go-to office drawer necessities that keep you alert, focused, and prepared for everything the workweek throws at you—is helpful on days like these.

Since hunger can strike at any time, let's be honest. You'll want something quick, filling, and tasty when that time comes. Not only do the correct snacks (and beverages!) help reduce hunger, but they also add a little convenience and enjoyment to those intermissions at work.

Enjoy your snack breaks with your favorite recharging URC snack.

Here are some snacks to fill your office drawer with:

Magic Creams Choco

A well-known favorite for recess. Magic Creams Choco provides a crunchy and creamy delight that enhances the pleasure of breaktime, whether you're enjoying a well-earned break or taking a brief break between jobs.

Mang Juan

Want something crisp and bold? Mang Juan is a great option for your office drawer because of its robust flavors and delightful crunch, especially when you're in the want for something interesting to eat at 3 PM.

Cream-O

A little "me-time" is sometimes all you need. Even the busiest days deserve a chocolate break, which is why Cream-O biscuits are ideal for relieving stress in between chores.

Wafrets

Wafrets are an excellent option if you're needing something sweet but don't have time to get up from your desk because they are little, chocolatey, and simple to fit into your bag or drawer.

Presto Peanut Butter Sandwich

Presto is filling and hearty, providing a peanut-buttery bite to keep you going until your next meal. For those extended periods of time between breakfast and lunch—or lunch and dinner—it's a rapid cure.

Cloud 9

Before you clock out, have one more task? Use a Cloud 9 bar to take a well-earned break. It's a straightforward treat that allows you to sit down, enjoy the moment, and rejuvenate before returning to your day thanks to its delightful combination of chocolate, caramel, and peanuts.

Great Taste Choco

This instant powdered blend is essential for coffee drinkers who like a little chocolate. Enjoy a smooth, creamy cup of kape na chinoco—rich coffee and soothing cocoa—by simply adding hot water. It's ideal for starting the day or keeping you company for late-night deadlines.

Your Snack Survival Kit

Extended workdays, unplanned overtime, or impromptu brainstorming sessions? If you keep your favorite URC snacks and beverages in your workplace drawer, you'll always be prepared. Create your own "snack survival kit" right now to add some lightness, happiness, and deliciousness to your workday!

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. 

Fuel your grind with the “Huwow sa Pinoy Sarap” goodness of SB19’s go-to snack

Enjoy the seafood flavors of Kropek ni Mang Juan – Spicy Fried Pusit and the newest release, Sweet Chili Hipon.

Most Filipinos are constantly on the go, whether it's for side gigs, early calls, late-night grinds, or everything in between. However, a brief break combined with a tasty, mouthwatering food might occasionally keep one going in a world where the hustle never stops.

Mang Juan is a genuinely Filipino snack that can help fuel one's grind, with a lineup that features favorites like Chicken Skin ni Mang Juan and Chicharron ni Mang Juan in traditional Filipino flavors. 

The light and crispy seafood flavors of Kropek ni Mang Juan are another reason to continue munching, in addition to the traditional flavors that Filipinos like, such as P-pop Kings SB19.

Every crunchy bite of Kropek ni Mang Juan, which is loaded with "Huwow sa Pinoy Sarap" sweetness, offers a fresh take on the typical seafood flavors while remaining faithful to what makes Mang Juan a favorite among Filipinos.

Kropek ni Mang Juan's Sweet Chili Hipon and Spicy Fried Pusit flavors will satisfy your needs whether you prefer sweet-salty snacks or chips with a dash of spice.  Made to match your drive and fire, these seafood-flavored snacks are tasty, light, and authentically Filipino.  Spicy Fried Pusit offers a saktong anghang, asim at alat that awakens your senses, while Sweet Chili Hipon delivers the perfect tamis-alat kick.

And SB19 is the best person to relate to when it comes to hustling.  With rehearsals, tours, and shoots that typically demand maximum energy and emotion, the P-pop superstars are all too familiar with the grind.

“Nakakapagod ang training at rehearsals namin, pero worth it para sa mga A’TIN. That’s why it’s nice to have a snack like Mang Juan na talagang nakakagana sa sarap.” ~Stell of SB19

P-Pop Group SB19 Justin and Josh with their favorite Kropek ni Mang Juan. 

Therefore, whether you're studying or getting ready for another demanding day, give yourself a boost and have a mouthful of Mang Juan for that "Huwow! "snacking encounter."

This is your cue to sample Mang Juan, SB19's favorite snack, if you haven't already.  Kropek ni Mang Juan's nakaka-Huwow sa Pinoy Sarap deliciousness will fuel your grind just as they did.  The entire Mang Juan snack collection keeps improving, from the traditional Chicharron and Chicken Skin to the newest item, Kropek ni Mang Juan.

Visit and grab a pack of Mang Juan at your nearest supermarkets, groceries, and convenience stores nationwide.

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

Purchasing mystery goods and not knowing what you'll get is exciting.  As an example, consider surprise capsule toys and blind boxes. 

Toy collectors have started taking notice of URC MINIWORLD Collectibles, one of the newest capsule fads that has sparked unboxing videos on social media.

Universal Robina Corporation (URC) and MiniWorld Collectibles have partnered to create URC MINIWORLD, which offers miniature toy versions of some of URC's popular snacks and beverages.

To capture your interest in the capsule craze, the URC MINIWORLD comes with 24 capsules, each of which contains a surprise assortment of adorable tiny toys.  Snack time favorites like Jack 'n Jill Nova, Piattos, Vcut, Choco Knots, Presto Nutty Bites, Maxx candy, and even the cute little versions of Nissin Cup Noodles, Great Taste White, C2 Cool and Clean, and Vitasoy will be included in every capsule you open.

The cost of finishing URC MINIWORLD isn't too high because each capsule costs P99 and includes a miniature figurine and stickers.  This is only available at Toys "R" Us locations and a few Toys "R" Us locations inside Robinsons Department Store (product availability may vary by location).  Therefore, you should check with your closest branch or, better yet, your fellow collectors before you leave.

The URC MINIWORLD range offers a distinctive and entertaining collector experience for all ages, even for those who are new to the hobby!  For individuals who are already aware of the excitement, grab a capsule (or three) right now because they are selling quickly.

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.