How URC Keeps Surprising Filipinos After 70 Years

Some favorites never really go
out of style — they just keep finding new ways to delight. For 70 years,
Universal Robina Corporation (URC) has been a fixture in Filipino households
through brands like Jack ‘n Jill Piattos, Maxx, Cloud 9, Cream-O, C2 Cool and
Clean, and Great Taste. True to its purpose of delighting everyone with good
food choices, URC keeps evolving alongside how Filipinos actually eat, snack,
and live.

Today, the company keeps
exciting generations of consumers with fresh flavors, new formats, and new
product experiences — proof that innovation doesn’t always require a new brand,
just a willingness to reimagine the ones Filipinos already love.

Here’s how some of URC’s most
familiar names are still finding new ways to surprise.

Piattos: The Hexagon Snack That Keeps Finding New Flavors

As a staple of Filipino
snacking, Piattos is known for its signature hexagon shape, satisfying crunch,
and classic flavors — Cheese, Sour Cream & Onion, Roadhouse Barbeque, Nacho
Pizza, Roast Beef, and Spicy Cheese. To keep up with more adventurous palates,
the brand keeps expanding its lineup, from limited-edition drops like Beef
Bulgogi and Truffle Cream to its latest release, Cheddar & Sour Cream.

Alongside Piattos, other Jack
‘n Jill favorites — Nova, Mang Juan, and VCut, along with classics like Chippy
and Chiz Curls — keep rolling out new flavor profiles, giving Filipinos even
more reasons to look forward to snack time.

Cream-O: From Sandwich Cookie to a Full Chocolate Lineup

Cream-O has long been the
default pick for chocolate lovers, but URC has expanded the brand well beyond
the original cookie format. To meet growing demand for richer, more indulgent
textures, the brand now covers an entire lineup — Cream-O Cake Bar, Cream-O
Cakewich, and Cream-O Premium. Its newest addition, Cream-O Dark Choco, offers
a bolder, richer cookie-sandwich experience for those who want more chocolate,
not less.

That same appetite for variety
runs through URC’s biscuit lineup too, with Dewberry, Presto, and Magic
Crackers continuing to adapt their formats to fit whatever kind of snack
craving hits next.

Cloud 9: New Crunch on a Familiar Favorite

Known for its signature
combination of nougat, caramel, and peanuts, Cloud 9 has been a go-to chocolate
treat for generations. URC keeps finding new ways to satisfy that same sweet
tooth, most recently with Cloud 9 Crunchies, which bring a fun, crispy texture
to a very familiar favorite.

Alongside Cloud 9, other treats
like Nips chocolate bring their own vibrant flavors and formats into the mix —
proof that a chocolate moment can turn an ordinary day into a slightly sweeter
one.

Maxx: Fruity Freshness Gets a Chewy Twist

Maxx has long been the
pocket-sized go-to for on-the-go freshness. Reading a growing appetite for
chewier, more playful textures, URC expanded the lineup with Maxx Chews — a
chewy menthol candy that comes in a convenient, value-packed three-piece stick
built for commuters and professionals who don’t have time to slow down.

Paired with URC’s other candy
names — XO, Dynamite, and Lush — Maxx rounds out a lineup with something for
pretty much every candy craving and every moment that calls for a quick
refresh.

C2 Cool and Clean: Still Innovating on Tea

As the pioneer of
ready-to-drink green tea in the Philippines, C2 Cool and Clean introduced
Filipinos to a refreshing new category of drink. Alongside its Classic Green
Tea, Apple, and Lemon variants, C2 keeps expanding its flavor lineup with
additions like Raspberry, Dalandan, and Peach. Its latest, C2 Freeze Melon,
brings a fresh spin on fruity tea, with a melon flavor and a cooling finish
that lingers in every sip.

Great Taste: Brewing Modern Coffee Moments

As one of the country’s
most-chosen beverage brands (based on Kantar’s
Brand Footprint report), Great Taste has a long track record of introducing
firsts — most notably bringing White Coffee to the Philippines.

URC continues elevating the
everyday Filipino coffee ritual with the new Great Taste Premium roast, built
around a Tapang-Sarap blend of dark-roasted robusta coffee, palm sugar, and
real milk — para Balik Lakas Sigla, designed as the perfect afternoon coffee
break companion.

Payless: Bigger, Bolder Flavors for Everyday Meals

Payless keeps redefining what
value-for-money instant noodles can taste like, giving consumers more flavor at
a genuinely sulit price through its range of instant noodle variants and bold
new twists.

Its newest release, Payless
Chili Garlic Mami, offers a flavorful take on a Filipino comfort food staple —
made with rich chili oil and real garlic bits for a balanced Anghang-Linamnam
blend that elevates everyday noodle cravings. Experience the kakaibang
Anghang-Sarap na Tumatatak goodness of Payless Chili Garlic, available in Beef
and Chicken flavors.

TopBreed: Bringing the Same Care to Pet Parents

URC’s reach goes beyond
everyday snacking. Through its award-winning pet care brand, TopBreed, the company
supports fur parents with quality pet care products spanning dog and cat food
and other pet essentials. In 2026, TopBreed expanded its portfolio beyond dry
dog and cat food into wet food and treats, alongside TopCare cat litter.

Always Something New to Discover

For 70 years, URC has grown alongside generations of
Filipinos — evolving with changing tastes, lifestyles, and everyday moments. As
a lifestyle companion, URC stays true to what it has always stood for: bringing
quality, flavor, and everyday delight into Filipino homes.

About Universal Robina Corporation

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 (www.urc.com.ph), Facebook page
(@URCPhilippines), and TikTok account (@URCPhilippines).