Melo Villareal
70 Years of Favorites: How URC Keeps Reinventing the Filipino Snacking Experience
Some brands become part of everyday life. They are the snacks shared during road trips, the candies tucked into bags, the chocolate enjoyed after a long day, or the coffee that starts a morning routine.
Piattos Cheddar and Sour Cream
For generations of Filipinos, Universal Robina Corporation (URC) has been a familiar presence in these everyday moments. Now celebrating 70 years, the company continues to evolve alongside changing tastes, lifestyles, and consumer preferences.
From Jack ’n Jill Piattos and Cream-O to Cloud 9, Maxx, C2 Cool and Clean, Great Taste, Payless, and TopBreed, URC continues to give well-loved brands new ways to surprise consumers.
The result is a balance between nostalgia and innovation—familiar products that feel fresh, exciting, and relevant to today’s Filipino lifestyle.
Piattos Brings New Flavors to a Familiar Crunch
Few Filipino snacks are as recognizable as Piattos. Known for its distinctive hexagonal shape and satisfying crunch, the Jack ’n Jill favorite has become a familiar part of everyday snacking.
Its classic flavors include Cheese, Sour Cream & Onion, Roadhouse Barbeque, Nacho Pizza, Roast Beef, and Spicy Cheese. But as Filipino consumers become more adventurous with their food choices, Piattos continues to experiment with new flavor experiences.
Limited-edition flavors such as Beef Bulgogi and Truffle Cream have given fans something unexpected, while the newer Cheddar & Sour Cream variant combines two familiar favorites in one snack.
The innovation doesn’t stop with Piattos. Other Jack ’n Jill favorites, including Nova, Mang Juan, V-Cut, Chippy, and Chiz Curls, continue to explore new flavor profiles, keeping Filipino snack time anything but predictable.
Cream-O Goes Beyond the Classic Cookie
Cream-O has long been associated with chocolate sandwich cookies, but the brand has expanded far beyond its familiar format.
In response to consumers seeking richer, more indulgent snack experiences, Cream-O has expanded its product range to include Cream-O Cake Bar, Cream-O Cakewich, and Cream-O Premium.
Among its newer offerings is Cream-O Dark Choco, which delivers a deeper, bolder chocolate experience in sandwich-cookie form.
The same spirit of variety is evident across URC’s biscuit portfolio, with brands such as Dewberry, Presto, and Magic Crackers offering different textures, formats, and flavors for changing snacking occasions.
Cloud 9 Adds a Crunch to Chocolate Moments
Cloud 9 has been a longtime favorite among Filipino chocolate lovers, thanks to its combination of nougat, caramel, peanuts, and chocolate.
Rather than simply relying on nostalgia, the brand continues to reinvent the chocolate experience.
One example is Cloud 9 Crunchies, which introduces a crispier texture to the familiar Cloud 9 experience. It offers chocolate fans a different way to enjoy one of the country’s recognizable local chocolate brands.
Other URC treats, including Nips, similarly explore colorful and playful formats, showing how classic chocolate brands can continue to evolve with changing consumer preferences.
Maxx Gives Freshness a Chewy Twist
For many Filipinos, Maxx has long been a convenient companion for staying fresh while on the go.
Now, the brand is adding a playful texture to its familiar menthol experience with Maxx Chews. The chewy menthol candy comes in a convenient three-piece stick, making it suited to busy commutes, workdays, errands, and other everyday routines.
Alongside Maxx, other URC candy brands, such as XO, Dynamite, and Lush, offer a variety of flavors and experiences for consumers seeking a quick sweet or refreshing treat.
C2 Keeps Reinventing Ready-to-Drink Tea
C2 Cool and Clean helped introduce ready-to-drink green tea to a wider Filipino audience, offering an alternative to traditional soft drinks and other beverages.
Its lineup has expanded beyond the original Classic Green Tea, Apple, and Lemon varieties to include newer flavors such as Raspberry, Dalandan, and Peach.
The latest addition, C2 Freeze Melon, brings a fruity melon flavor together with a cooling sensation, giving the familiar ready-to-drink tea category a playful new direction.
For consumers who enjoy discovering new flavors, C2 demonstrates how an established beverage brand can continue to evolve without losing its identity.
Great Taste Brings New Energy to Coffee Breaks
Coffee is deeply woven into Filipino daily life, from early-morning cups at home to afternoon breaks at work.
URC’s Great Taste has been part of that routine for decades and has continued to introduce products designed around changing coffee preferences. The brand notably helped popularize White Coffee in the Philippines.
Its newer Great Taste Premium roast is designed for consumers who enjoy a stronger coffee experience. Its Tapang-Sarap blend combines dark-roasted robusta coffee, palm sugar, and real milk, creating a richer option for an afternoon coffee break.
It’s another example of how a familiar brand can refresh an everyday ritual while remaining accessible to its longtime consumers.
Payless Makes Comfort Food More Exciting
Instant noodles remain a practical favorite for Filipinos looking for a convenient and affordable meal. Payless continues to build on that familiarity by introducing bold flavors and new takes on everyday comfort food.
One of its latest offerings is Payless Chili Garlic Mami, which puts a flavorful spin on a Filipino noodle favorite.
Made with chili oil and real garlic bits, the product combines heat and savory flavors for a more adventurous instant-noodle experience. It is available in Beef and Chicken flavors, giving consumers more choices depending on their preferred taste.
For budget-conscious consumers, Payless continues to focus on delivering satisfying meals while keeping the experience flavorful and convenient.
URC Expands Into Modern Pet Care
URC’s portfolio isn’t limited to food, snacks, and beverages for people. Through TopBreed, the company also caters to Filipino pet parents seeking everyday pet care products.
The award-winning pet-care brand offers products for dogs and cats, including pet food and other essentials.
In 2026, TopBreed began expanding beyond traditional dry food to include wet food and treats. The portfolio also includes TopCare cat litter, reflecting the growing range of needs among modern pet owners.
The expansion highlights how URC is responding to changing Filipino lifestyles—not only through food and beverages but also through products designed around life with pets.
70 Years of Familiarity and Innovation
After seven decades, URC’s story is ultimately one of evolution.
The company has grown alongside generations of Filipino consumers, adapting its products to changing tastes, routines, budgets, and lifestyles while retaining the familiarity that made its brands household names.
From a crunchy snack or chocolate treat to a refreshing drink, coffee break, instant meal, or pet-care essential, URC continues to find opportunities to make everyday experiences more enjoyable.
That combination of familiar favorites and fresh ideas may be what keeps its brands relevant: consumers know what to expect, but there is always something new to discover.
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