Some favorites never go out of style—they simply find new ways to delight.
For 70 years, Universal Robina Corporation (URC) has been a familiar companion in Filipino households through beloved brands such as Jack ‘n Jill Piattos, Maxx, Cloud 9, Cream-O, C2 Cool and Clean, and Great Taste, among many others.
Staying true to its purpose of delighting everyone with good food choices, URC continues to evolve alongside the changing tastes, lifestyles, and everyday routines of Filipino consumers.
Today, the company continues to excite generations by introducing new flavors, fresh formats, and engaging product experiences, demonstrating how innovation can come from the brands Filipinos already know and love.
Here’s how some of URC’s popular brands continue to evolve to excite and delight everyone:
The Iconic Tasty Hexagon Snack Keeps Bringing New Flavors
A staple in the everyday snacking moments of Filipinos, Piattos has earned a loyal following for its signature hexagon shape, satisfying crunch, and familiar flavors, including Cheese, Sour Cream & Onion, Roadhouse Barbeque, Nacho Pizza, Roast Beef, and Spicy Cheese.
To cater to increasingly adventurous palates and evolving snack cravings, Piattos continues to introduce new flavor experiences—from limited-edition creations such as Beef Bulgogi and Truffle Cream to exciting combinations like its latest Cheddar & Sour Cream variant.
Alongside Piattos, other Jack ‘n Jill favorites—including Nova, Mang Juan, and V-Cut—as well as classics such as Chippy and Chiz Curls, continue to roll out exciting flavor profiles, giving Filipinos even more reasons to look forward to snack time.
From Sandwich Cookie to a Full Chocolate Experience
Cream-O has long been a favorite among chocolate lovers, but URC has expanded the brand well beyond the traditional cookie format.
Responding to modern cravings for more premium and indulgent textures, Cream-O has grown into an entire product ecosystem featuring Cream-O Cake Bar, Cream-O Cakewich, and Cream-O Premium.
Its newest offering, Cream-O Dark Choco, delivers an indulgent cookie-sandwich experience for consumers looking for a richer and bolder chocolate taste.
The spirit of variety also extends across URC’s biscuit favorites, with Dewberry, Presto, and Magic Crackers continuing to adapt their formats to suit different modern snacking occasions.
Reimagining Chocolate Enjoyment with a New Crunch
Known for its signature combination of nougat, caramel, and peanuts, URC’s Cloud 9 has long been a go-to treat for chocolate lovers.
The brand continues to explore new ways of delivering familiar enjoyment, including the new Cloud 9 Crunchies, which bring a fun, crispy texture to the classic Cloud 9 experience.
Alongside Cloud 9, other playful treats such as Nips chocolate add vibrant flavors and formats to the lineup, showing how chocolate moments can make any day a little sweeter.
Fruity Freshness, Now with a Chewy Twist
Maxx has long been a pocket essential for on-the-go freshness.
Recognizing growing consumer interest in playful, chewy textures, URC expanded its candy lineup with Maxx Chews, a chewy menthol candy offered in a convenient, value-packed three-piece stick designed for the fast-paced routines of modern commuters and professionals.
Together with other candy favorites such as XO, Dynamite, and Lush, Maxx continues to offer something for different candy cravings and moments when consumers want a refreshing treat.
Refreshing Tea Favorites with Flavor Innovations
As the pioneer of ready-to-drink green tea in the Philippines, C2 Cool and Clean introduced a refreshing tea experience to Filipino consumers.
Alongside its Classic Green Tea, Apple, and Lemon variants, C2 continues to evolve its lineup with flavor innovations such as Raspberry, Dalandan, and Peach.
Its latest flavor, C2 Freeze Melon, puts a fresh spin on fruity tea with a delicious melon flavor and a refreshing coolness that lingers with 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 long history of bringing innovation to Filipino coffee culture, most notably through its introduction of White Coffee in the Philippines.
URC continues to elevate the everyday coffee ritual with the new Great Taste Premium Roast, a coffee mix designed to make afternoon coffee breaks more satisfying.
Its Tapang-Sarap blend combines dark-roasted Robusta coffee, palm sugar, and real milk, delivering a flavorful companion for those looking for a moment to Balik Lakas Sigla.
Bigger, Bolder Flavors for Instant Happiness
Payless continues to redefine value-for-money meals by giving consumers MORE at a sulit price, through its range of instant noodle variants and bold flavor innovations.
Its newest offering, Payless Chili Garlic Mami, puts a flavorful twist on a Filipino comfort-food favorite.
Made with rich chili oil and real garlic bits, the noodles deliver a balanced blend of Anghang-Linamnam designed to elevate everyday noodle cravings.
The kakaibang Anghang-Sarap na Tumatatak goodness of Payless Chili Garlic is available in Beef and Chicken flavors.
Moving into Modern Pet Care
Beyond making everyday snacking moments more enjoyable for Filipinos, URC is also supporting the joyful moments shared by pet parents and their fur babies.
Through its award-winning pet-care brand, TopBreed, URC continues to support fur parents with quality pet-care products, including dog and cat food and other pet essentials.
In 2026, TopBreed began expanding its portfolio beyond dry dog and cat food into additional formats such as wet food and treats, as well as TopCare cat litter.
Always Something New to Discover
For 70 years, URC has grown alongside generations of Filipinos, continuously evolving with changing tastes, lifestyles, and everyday moments.
As a lifestyle companion in Filipino homes, URC remains true to what it has always stood for: bringing quality, flavor, and everyday delight to generations of Filipino consumers.
And as its familiar brands continue to introduce new flavors, formats, and experiences, there is always something new to discover from URC.
