Familiar and Fresh: How URC Continues to Surprise Filipinos After 70 Years
Some favourites never go out of style—and they continue to delight in new ways. For 70 years, Universal Robina Corporation (URC) has been a constant companion in Filipino households through quality and well-loved brands such as Jack ‘n Jill Piattos, Maxx, Cloud 9, Cream-O, C2 Cool and Clean, and Great Taste, among others. Staying true to its purpose of delighting everyone with good food choices, URC constantly evolves alongside the tastes and lifestyles of consumers.
Today, the company continues to excite generations of consumers by introducing fresh flavours, new formats, and exciting product experiences that prove innovation can come from the brands Filipinos already know and love.
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
As a staple in daily snacking moments of Pinoys, Piattos is widely loved for its signature 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 evolving snack cravings, the brand continues to introduce more flavor options—from limited-edition creations like Beef Bulgogi and Truffle Cream, to exciting flavor combinations like its latest Cheddar & Sour Cream variant.
Alongside Piattos, other Jack ‘n Jill favorites—including Nova, Mang Juan, and VCut—as well as classics like Chippy and Chiz Curls, continue to roll out exciting new flavor profiles, giving Filipinos even more reasons to look forward to snack time.
From sandwich cookie to full chocolate experience
Cream-O has long been the go-to treat for chocolate lovers, but URC has reimagined the brand to go way beyond the traditional cookie format. To satisfy modern cravings for premium and indulgent textures, the brand has expanded into an entire ecosystem, featuring Cream-O Cake Bar, Cream-O Cakewich, and Cream-O Premium. Its newest is the Cream-O Dark Choco, an indulgent cookie sandwich that offers a rich and bold chocolate experience.
The spirit of variety extends across URC’s biscuit favourites with Dewberry, Presto, and Magic Crackers, continuously adapting their formats to fit every kind of modern snack craving.
Reimagining the chocolate enjoyment with a new crunch
Known for its signature combination of nougat, caramel and peanuts, URC’s Cloud 9 chocolate has been a go-to treat for several chocolate lovers. The brand has been introducing new ways to satisfy sweet cravings by offering products like the new Cloud 9 Crunchies that bring a fun and crispy texture to a familiar favourite.
Alongside Cloud 9, other fun treats like Nips chocolate introduce vibrant flavors and formats, proving that chocolate moments can make any day a little sweeter.
Fruity freshness, now with a chewy twist
Maxx has always been a pocket essential for on-the-go freshness. Recognizing a growing consumer preference for playful, chewy textures, URC expanded its candy lineup with Maxx Chews. This chewy menthol candy comes in a convenient, value-packed three-piece stick that is tailor-made for the fast-paced routines of modern commuters and professionals.
Together with URC’s other candy favourites like XO, Dynamite and Lush, Maxx offers something for every candy craving and every moment that calls for a refreshing treat.
Offering refreshing tea favorites, and flavor innovations
As the pioneer of ready-to-drink green tea in the Philippines, C2 Cool and Clean introduced a refreshing tea experience to Filipinos. Alongside its Classic Green Tea, Apple, and Lemon variants, C2 also continues to evolve its product lineup, introducing flavor innovations such as Raspberry, Dalandan and Peach. Its latest flavor, C2 Freeze Melon, brings an innovative twist on fruity tea with a delicious melon flavor and a refreshing coolness that lingers in every sip.
Brewing modern coffee moments, one cup at a time
As one of the country’s most chosen beverage brands (based on Kantar’s Brand Footprint report), URC’s Great Taste has a history of delivering innovative products – most notably by introducing White Coffee in the Philippines.
URC also continues to elevate Pinoy’s daily coffee ritual with the new Great Taste Premium roast, a coffee mix that’s designed to give everyone a delicious afternoon coffee break companion with its Tapang-Sarap blend of dark-roasted robusta coffee, palm sugar and real milk – para Balik Lakas Sigla.
Bigger, bolder flavours for instant happiness
Payless continues to redefine value-for-money meals by giving consumers MORE at a sulit price, through its delicious range of instant noodle variants and bold innovations.
Its newest Payless Chili Garlic Mami offers a flavorful twist on a Filipino comfort food favorite. Made with rich chili oil and real garlic bits, this crave-worthy meal delivers a balanced blend of Anghang-Linamnam that elevates your everyday noodle cravings. Also, experience the kakaibang Anghang-Sarap na Tumatatak goodness of Payless Chili Garlic, available in Beef and Chicken flavors.
Moving into modern pet care
Beyond making everyday snacking moments more enjoyable for Filipinos, URC also supports joyful moments shared by pet parents and their fur babies. Through its award-winning pet care brand, TopBreed, URC has been supporting fur parents’ journey by offering quality pet care products including dog and cat food, and other pet essentials. This 2026, TopBreed brand started expanding its portfolio from dry dog and cat food to other formats like wet and treats, also 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. Thus, as a lifestyle companion, URC stays true to what it has always stood for: bringing quality, flavor and everyday delight to Filipino homes.
