Familiar and fresh: How URC continues to surprise Filipinos after 70 years

MANILA, Philippines — Some favorites 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 flavors, 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:

1. The iconic tasty hexagon snack keeps offering exciting flavors

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.

2. 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.

3. 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.

4. 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 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.

5. 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 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.

6. Bigger, bolder flavors 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.

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 to Filipino homes.

Editor’s Note: This press release from Universal Robina Corporation is published by the Advertising Content Team that is independent from our Editorial Newsroom.