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

     Some things just become part of our everyday life. They are the snacks we grew up with, the chocolate we reach for when we want a little treat, the coffee that starts our morning, or the drink we grab when we need something refreshing. For many Filipino families, these familiar favorites have been part of countless everyday momentswhether it’s merienda with the kids, a quick snack during a busy workday, or a simple coffee break at home. And when we think of the brands that have been part of these little moments, Universal Robina Corporation (URC) is one name that naturally comes to mind. For 70 years, URC has been bringing food and beverage choices to Filipino homes, growing alongside generations of consumers.

     From Jack ‘n Jill Piattos, Cream-O, Cloud 9, Maxx, C2 Cool and Clean, and Great Taste to Payless and TopBreed, URC has built a portfolio of brands that many of us already know and love. What makes its 70-year journey interesting is how these familiar favorites continue to evolve with us. New flavors, new textures, and new formats give us something different to discover while keeping the familiar taste and experience we already enjoy. It’s a reminder that staying familiar doesn’t mean staying the same.

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

Here are some of the ways URC continues to give Filipinos something new to look forward to.

Piattos: The iconic hexagon snack keeps things exciting

     Who can resist Piattos? With its signature hexagon shape, satisfying crunch, and familiar flavors like Cheese, Sour Cream & Onion, Roadhouse Barbeque, Nacho Pizza, Roast Beef, and Spicy Cheese, Piattos has been a favorite part of Filipino snack time for years. It’s one of those snacks that feels familiar the moment you open a pack, whether you’re enjoying it during merienda, sharing it with the family, or simply craving something crunchy.

     But if you think you already know Piattos, think again. The brand continues to explore new flavors for those who enjoy trying something different, from limited-edition creations like Beef Bulgogi and Truffle Cream to its newer Cheddar & Sour Cream variant. And Piattos isn’t the only one—other Jack ‘n Jill favorites like Nova, Mang Juan, and VCut, along with classics such as Chippy and Chiz Curls, continue to bring new flavors to the snack aisle. Sometimes, all it takes is a new flavor to make a familiar favorite feel exciting all over again.

Cream-O: More than just a sandwich cookie

     For chocolate lovers, Cream-O has always been a familiar favorite. But URC has taken the brand beyond its classic sandwich cookie. Today, Cream-O comes in different formats, including Cream-O Cake Bar, Cream-O Cakewich, and Cream-O Premium. Its newest addition, Cream-O Dark Choco, gives chocolate lovers a richer and bolder cookie experience.

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

     I like how a brand can take something as familiar as a chocolate cookie and turn it into something you can enjoy in different ways. Whether you're looking for a quick snack or a more indulgent chocolate fix, there's a Cream-O for that. And the variety doesn't stop there. Biscuit favorites like Dewberry, Presto, and Magic Crackers continue to offer different formats and flavors for today's busy and always-snacking lifestyle.

Cloud 9: A familiar chocolate with a new crunch

     Cloud 9 has always been one of those chocolates that stands out. With its combination of nougat, caramel, peanuts, and chocolate, it has been a favorite for generations of chocolate lovers. Now, the familiar Cloud 9 experience comes in a different form with Cloud 9 Crunchies.

Familiar and Fresh: How URC Continues to Surprise Filipinos After 70 Years
Cloud 9 Crunchies

     The new product adds a fun, crispy texture to the chocolate experience, giving fans another way to enjoy a classic favorite. And if you're someone who loves colorful and playful chocolate treats, URC's Nips also brings its own mix of flavors and formats to the table. Because sometimes, a little crunch can make your usual chocolate break even more enjoyable.

Maxx: Freshness with a chewy twist

     Maxx has always been the candy you can easily bring wherever you go. It fits in your pocket, your bag, or even that little compartment in your car ready whenever you need a quick burst of freshness. Now, URC has added a playful twist with Maxx Chews. 

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

     The chewy menthol candy comes in a convenient three-piece stick, making it a practical option for busy commuters, professionals, and anyone who enjoys a chewy candy experience. Alongside Maxx, other candy favorites like XO, Dynamite, and Lush continue to offer different flavors and textures for every kind of candy craving.

C2 Cool and Clean: More flavors to keep things refreshing

     I remember when ready-to-drink tea started becoming a familiar choice for Filipinos, and C2 Cool and Clean was one of the brands that helped introduce that experience to many of us. From its Classic Green Tea to Apple and Lemon, C2 has continued to expand its lineup with flavors such as Raspberry, Dalandan, and Peach.

Familiar and Fresh: How URC Continues to Surprise Filipinos After 70 Years
C2 Cool and Clean

     And now there's C2 Freeze Melon. The newest flavor brings a fruity melon taste with a refreshing coolness that makes it perfect for those moments when you simply want something cold and refreshing. It’s another example of how a familiar drink can continue to evolve with the tastes of its consumers.

Great Taste: Making everyday coffee breaks better

     For many Filipinos, coffee is more than just a drink. It’s part of our daily routine. It’s the cup we have before starting work, the coffee break in the middle of a busy day, or that quiet afternoon moment when we finally get to sit down and breathe.

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

     Great Taste has been part of those moments for generations and has continued to innovate through products such as White Coffee. Now, the brand introduces Great Taste Premium Roast, created for that satisfying afternoon coffee break. Its Tapang-Sarap blend combines dark-roasted Robusta coffee, palm sugar, and real milk for a rich and comforting cup para balik lakas sigla. Because sometimes, a good cup of coffee is all we need to get through the rest of the day.

Payless: More flavor, more sulit

     Filipinos love food that is flavorful, filling, and sulit. And Payless understands that. The brand continues to give consumers more choices through its range of instant noodles, including its newest Payless Chili Garlic Mami.

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

     Made with chili oil and real garlic bits, the new variant brings together Anghang-Linamnam in a familiar Filipino comfort food. Available in Beef and Chicken flavors, Payless Chili Garlic gives the usual noodle break an extra kick with its kakaibang Anghang-Sarap na Tumatatak. Sometimes, you don't need a complicated meal. A bowl of flavorful noodles can already hit the spot.

URC is also thinking about our fur babies

     URC's portfolio isn't limited to the food and drinks we enjoy ourselves. For Filipino pet parents, TopBreed has also become part of everyday life.

     Through its range of dog and cat food and other pet care essentials, TopBreed has been supporting fur parents and their pets. This 2026, the brand is expanding beyond dry dog and cat food into other formats, including wet food and treats, as well as TopCare cat litter. It’s another example of how URC continues to respond to the changing needs of Filipino householdsincluding households with four-legged family members.

Always something new to discover

     After 70 years, URC has become more than a company behind familiar food and beverage brands. Its products have become part of our everyday moments. The Piattos we share during merienda. The Cream-O we enjoy with our coffee. The Cloud 9 we grab when we want something sweet. The Maxx we keep in our bag. The C2 we reach for on a hot day. The Great Taste coffee that keeps us going. The Payless noodles that make a quick meal feel more satisfying.

     These are simple things, but they become part of our memories. And perhaps that's what makes URC's 70-year journey interesting. The brands remain familiar, but they don't stop evolving. They continue to experiment with flavors, textures, formats, and new experiences while staying connected to what Filipino consumers already love. After 70 years, there really is always something new to discover. And that's what makes a familiar favorite even more exciting.