A bold new look, same iconic taste—Purefoods Luncheon Meat has gotten a makeover! The Filipino pantry classic levels up from round to its new square-shaped look, and it’s about to take center stage at the flavor-packed event: The Square-Up Cook-Off!
A longtime Filipino pantry essential, Purefoods Luncheon Meat is stepping up to meet modern lifestyles with a fresh new look—a bold, square-shaped can that’s easier to stack, open, and enjoy. The shape may be new, but the signature savory flavor loved by generations remains deliciously the same.
Whether you’re a busy parent, a working professional, or a foodie on the go, Purefoods Luncheon Meat continues to deliver quick and satisfying meals that fit your pace. Now, it’s squaring up to bring even more excitement to your kitchen.
To celebrate this “new shape of deliciousness,” Purefoods hosted the Square-Up Cook-Off last June 3, 2025, at Whitespace Makati—a culinary face-off featuring today’s most popular content creators and food trendsetters.
The flavor battle was real as viral food creator Jujumao, stylish duo Laureen Uy-Cruz and Miggy Cruz, and “Okay Na To” queen Grace Tanfelix went head-to-head in a three-round showdown, cooking up surprising and mouthwatering creations using all three Purefoods Luncheon Meat variants:
- Classic – The OG favorite, savory and satisfying
- Lite – With 30% less salt and 35% less fat, for guilt-free indulgence
- Chicken – A flavorful, lighter twist with a unique aroma and taste
🔪 The Cook-Off Breakdown:
Round 1: Appetizerso
- Jujumao wowed with a refreshing Classic Summer Salad
- Laureen & Miggy fused fun and flair with Classic Pajeon-style Pancakes
- Grace spiced things up with a fiery Chicken Sisig
Round 2: Main Course
- Jujumao kept it light and herbaceous with Chicken Pesto Pasta
- Laureen & Miggy served comfort in a bowl with Chicken Ramyun with Cheese
- Grace impressed with a crispy Classic Katsu Rice Bowl
Round 3: Snacks
- Jujumao stunned with a Lite Chicken Sando—crunchy and creative
- Laureen & Miggy rolled out playful Lite Sushi Bites
- Grace delivered crispy delight with Lite Fritters (breaded style)
🎤 Each round ended with participants pitching their dishes in under a minute before esteemed chefs Gene Gonzalez and Pam Obieta took the reins in judging. But it wasn’t all up to the experts—20% of the final score came from the crowd, who tasted, scanned, and voted via a real-time leaderboard app, adding suspense and thrill to every bite.
In the end, it was Jujumao who claimed the crown as the very first Purefoods Luncheon Meat Square-Up Cook-Off Champion, winning over both judges and the audience with bold flavors and standout creativity.
🏆 Special Awards:
- Most Innovative Dish: Jujumao’s Chicken Sando
- Best in Plating: Laureen Uy-Cruz and Miggy Cruz
- Crowd Favorite: Grace Tanfelix
Same Flavor, Bold New Shape
With a new look tailored for modern kitchens and the same delicious taste, Purefoods Luncheon Meat invites everyone to join the fun. Try your own cook-off at home—available now in leading supermarkets and online stores nationwide in Classic, Lite, and Chicken variants.
🥫 Square up your meals, square up your lifestyle. Because mealtime magic? It’s better when it’s squared.
