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

Some favorites never go out of style and are still enjoyable in new ways. For 70 years, Universal Robina Corporation (URC) has been a dependable partner in Filipino homes through popular and high-quality brands like Jack 'n Jill Piattos, Maxx, Cloud 9, Cream-O, C2 Cool and Clean, and Great Taste, among others. While staying true to its goal of giving everyone access to delectable food options, URC constantly adjusts to the preferences and lifestyles of its patrons.

The company continues to excite generations of consumers by introducing new flavors, creative formats, and exciting product experiences, proving that innovation can come from well-known and cherished Filipino brands.

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

Piattos has become a favorite snack among Filipinos, known for its unique hexagonal shape, satisfying crunch, and much-loved flavors such as Cheese, Sour Cream & Onion, Roadhouse Barbecue, Nacho Pizza, Roast Beef, and Spicy Cheese. The brand continues to excite snack lovers by introducing new and limited-edition flavors, from Beef Bulgogi and Truffle Cream to its latest Cheddar & Sour Cream variant, catering to adventurous tastes and ever-changing snack cravings.

Along with Piattos, other beloved Jack ’n Jill snacks like Nova, Mang Juan, VCut, Chippy, and Chiz Curls continue to introduce exciting new flavors, giving Filipinos even more delicious choices to enjoy during snack time.

From sandwich cookie to full chocolate experience 

Cream-O has long been a beloved choice among Filipino chocolate lovers, the brand continues to evolve in response to changing consumer preferences. Moving beyond its iconic cookie format, Cream-O has expanded its range with indulgent offerings such as Cream-O Cake Bar, Cream-O Cakewich, and Cream-O Premium. Its newest addition, Cream-O Dark Choco, delivers a richer and bolder chocolate experience through a decadent cookie sandwich made for today’s more adventurous palates.

This commitment to innovation also extends to URC’s other biscuit favourites, including Dewberry, Presto, and Magic Crackers, which continue to explore new formats and experiences designed to match the diverse snacking preferences of modern Filipino consumers.

Reimagining the chocolate enjoyment with a new crunch 

Known for its signature blend of chewy nougat, smooth caramel, and crunchy peanuts, URC Cloud 9 chocolate has remained a popular choice among Filipino chocolate lovers. Continuing to bring fresh experiences to its classic chocolate lineup, URC has introduced Cloud 9 Crunchies, adding an enjoyable crispy texture to the familiar Cloud 9 combination.

The variety extends beyond Cloud 9, with Nips chocolate offering colorful and playful treats that bring different flavors and formats to everyday snacking. Together, these URC chocolate favorites give Filipino consumers more delicious ways to enjoy their sweet cravings.

Fruity freshness, now with a chewy twist

For years, Maxx candy has been a convenient pocket essential for Filipinos looking for instant freshness wherever they go. As snacking preferences continue to evolve, URC has expanded the Maxx lineup with Maxx Chews, a chewy menthol candy created for consumers who enjoy a more playful texture. Available in a convenient three-piece stick, Maxx Chews offers a practical and value-packed option for busy commuters, professionals, and anyone looking for a refreshing treat throughout the day.

Maxx is also joined by other popular URC candy brands, including XO, Dynamite, and Lush, giving Filipino consumers a variety of choices for every craving and every refreshing moment.

Offering refreshing tea favorites, and flavor innovations 

As a pioneer of ready-to-drink green tea in the Philippines, C2 Cool and Clean introduced Filipinos to a convenient and refreshing way to enjoy tea. From its popular Classic Green Tea, Apple, and Lemon variants, C2 has continued to expand its lineup with exciting fruity flavors, including Raspberry, Dalandan, and Peach.

Adding to its innovative range is C2 Freeze Melon, the latest flavor that gives fruity green tea a refreshing twist. With its delicious melon taste and lingering cool sensation, C2 Freeze Melon offers a refreshing drink experience for consumers looking for something new.

Brewing modern coffee moments, one cup at a time

Recognized as one of the Philippines’ most chosen beverage brands, according to Kantar’s Brand Footprint report, URC’s Great Taste has built a strong presence in the local coffee market through its commitment to product innovation. The brand made a notable contribution to the Philippine coffee scene with the introduction of Great Taste White Coffee, offering Filipinos a new way to enjoy their daily cup.

Continuing its tradition of innovation, URC introduces Great Taste Premium Roast, a coffee mix created to make afternoon coffee breaks even more satisfying. Featuring a Tapang-Sarap blend of dark-roasted Robusta coffee, palm sugar, and real milk, it delivers a rich and flavorful coffee experience designed to help Filipinos Balik Lakas Sigla throughout the day.

Bigger, bolder flavours for instant happiness 

Payless instant noodles continue to offer Filipino consumers delicious and satisfying meals without breaking the budget. With its wide selection of noodle variants and creative flavor innovations, Payless delivers more flavor and value in every bowl.

The latest addition, Payless Chili Garlic Mami, puts a flavorful spin on a beloved Filipino comfort food. Made with rich chili oil and real garlic bits, it combines satisfying anghang-linamnam for a deliciously craveable noodle experience. Available in Beef and Chicken flavors, Payless Chili Garlic brings an kakaibang Anghang-Sarap na Tumatatak experience to everyday noodle cravings.

Moving into modern pet care

Beyond creating enjoyable everyday snacking experiences, URC also supports the special bond between Filipino pet parents and their beloved fur babies. Through its award-winning pet care brand, TopBreed, URC has been helping fur parents provide quality care with a range of products, including dog food, cat food, and essential pet care products.

In 2026, TopBreed further expanded its portfolio beyond traditional dry dog and cat food, introducing wet food and treats to give pets more variety at mealtime. The brand also added TopCare cat litter, expanding its offerings to provide more practical solutions for everyday pet care.

Always something new to discover

For 70 years, Universal Robina Corporation (URC) has been part of the everyday lives of generations of Filipinos, continuously adapting to changing tastes, lifestyles, and consumer needs. As a trusted Filipino food and beverage company, URC remains committed to delivering quality, flavorful products that bring convenience and everyday enjoyment to homes across the Philippines.

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, with the same activities, schedule, and short breaks in between. To make the day enjoyable, tasty, and exciting, even the smallest pauses should be filled with something. An ordinary moment can be transformed into something special by stepping away from the screen and taking a brief snack break with friends. 

Introducing Magic Chips Thin & Crispy, a lighter version of the well-known Magic Chips that will transform regular break times into truly magical encounters. It expertly combines the delightful crunch of chips with the well-known sarap of crackers to create a uniquely light, airy, and flavorful bite (chips na, crackers pa!).

Magic Chips Thin & Crispy are thinner and crispier than before because they are baked instead of fried. When they need a little break from their busy schedules, snack lovers can now indulge in a delicious, guilt-free muncharap experience. 

The delicious BBQ (Barbeque) and Sour Cream & Onion varieties pack a potent flavor into incredibly thin, crispy pieces with every bite, tempting 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

Enjoy your snack breaks with your favorite recharging URC snack.

Stock up on URC favorites that help keep you energized from 9 to 5. 

It's typical to speed through deadlines and switch between meetings during busy workdays. On days like these, having your own snack stash on hand—your go-to office drawer essentials that keep you focused, alert, and ready for everything the workweek throws at you—helps.

Because, let's face it, hunger can strike at any time. When it does, you'll want something quick, satisfying, and delicious. The right snacks (and drinks!) not only lessen hunger, but they also add a little ease and fun to those sporadic workdays.

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

Here are some snacks to fill your office drawer with:

Magic Creams Choco

A popular choice at playtime. Whether you're taking a short break in between chores or enjoying a well-earned rest, Magic Creams Choco is a crunchy and creamy treat that makes breaktime more delightful.

Mang Juan

Do you enjoy a bold, crunchy snack? Mang Juan's strong tastes and delicious crunch make it an excellent choice for your office drawer, especially if you're looking for something different to munch during the 3 PM slump.

Cream-O

A little "me-time" is all you need at times. Cream-O cookies are perfect for alleviating stress in between tasks because even the busiest days require a chocolate break.

Wafrets

Wafrets are little, chocolatey, and easy to squeeze into your bag or drawer, making them ideal for moments when you want something sweet but don't have time to get up from your desk.

Presto Peanut Butter Sandwich

Presto gives you a peanut-buttery bite that will keep you going until your next meal. It's robust and full. It's a quick cure for those long stretches of time between breakfast and lunch or lunch and dinner.

Cloud 9

Accomplish you have one more thing to accomplish before you clock out? Savor a well-earned respite with a Cloud 9 bar. Thanks to its delicious blend of chocolate, caramel, and peanuts, it's a simple pleasure that lets you relax, savor the moment, and revitalize before going back to your day.

Great Taste Choco

For coffee lovers who enjoy a hint of chocolate, this quick powdered blend is essential. Just add hot water to make kape na chinoco, a smooth, creamy cup of rich coffee and calming chocolate. It's perfect for keeping you company whether working late at night or for easing into the day.

Your Snack Survival Kit

Unplanned overtime, longer workdays, or spontaneous brainstorming sessions? You'll always be ready if you have your favorite URC drinks and snacks in your office drawer. Make your own "snack survival kit" now to infuse your workplace with some fun, lightness, and taste!

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

“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

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

Most of Filipinos are continuously on the go, whether it's for side gigs, early calls, late-night grinds, or anything in between. But in a world where the hustle never stops, sometimes a little respite coupled with delicious food can keep one going.

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

The light and crunchy seafood flavors of Kropek ni Mang Juan offer another reason to continue eating, in addition to the traditional flavors that Filipinos enjoy, such as P-pop Kings SB19.

Rich in "Huwow sa Pinoy Sarap" sweetness, each crunchy mouthful of Kropek ni Mang Juan delivers a novel twist on the classic seafood flavors while preserving the essence of what makes Mang Juan a Filipino favorite.

Whether you want moderately hot chips or sweet-salty nibbles, Kropek ni Mang Juan's Sweet Chili Hipon and hot Fried Pusit flavors will meet your needs.   Made to match your drive and fire, these seafood-flavored snacks are delectable, light, and truly Filipino.   Sweet Chili Hipon provides the ideal tamis-alat kick, while Spicy Fried Pusit wakes your senses with saktong anghang and asim at alat.

And when it comes to hustling, who better to relate to than SB19? The P-pop kings know the grind all too well—with rehearsals, tours, and shoots that usually require peak energy and passion. 

So whether you're in study mode or gearing up for another long day, fuel your grind and grab a bite of Mang Juan for that “Huwow!” snacking experience.

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

If you haven’t tried SB19’s go-to snack, Mang Juan, this is your sign to try it for yourself. Just like them, fuel your grind with the nakaka-Huwow sa Pinoy Sarap goodness of Kropek ni Mang Juan. From the classic Chicharron and Chicken Skin to the newest addition, Kropek ni Mang Juan, the total Mang Juan snack lineup just keeps getting better.

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 these miniature snacks are the newest collectible obsession

There's a particular thrill to buying mystery items without knowing what you'll receive.   Examples include surprise capsule toys and blind boxes. 

One of the most recent capsule fads that has drawn attention from toy collectors and sparked unpacking videos on social media is URC MINIWORLD Collectibles.

A collaboration between Universal Robina Corporation (URC) and MiniWorld Collectibles, URC MINIWORLD sells tiny toy versions of some of URC's well-known snacks and drinks.

If you're wondering about the capsule craze, the URC MINIWORLD contains 24 capsules, each holding a random assortment of charming small toys.  From snack time staples like Jack 'n Jill Nova, Piattos, Vcut, Choco Knots, Presto Nutty Bites, Maxx candy, and even the adorable tiny versions of Nissin Cup Noodles, Great Taste White, C2 Cool and Clean, and Vitasoy, you're sure to get a selection of these cute miniature toys with every capsule that you unbox.

Finishing URC MINIWORLD isn't too costly because each capsule costs P99 and comes with a small figure and matching stickers.   This is only available at Toys "R" Us stores and a select Toys "R" Us locations inside Robinsons Department Store (availability may vary per location though).   Before departing, it is crucial to confirm with your nearest branch or, even better, talk to other collectors.

For newcomers to the sport of all ages, the URC MINIWORLD series offers an entertaining and distinctive collecting experience!   As you are already aware of the hype, you should order a capsule (or three) right away because they are selling out fast.

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.