Universal Robina Corporation (URC), the parent company of the popular Filipino snack brand Jack ‘n Jill, has garnered significant recognition in Hong Kong for its localized snack products.

The company recently received awards from major Hong Kong retailers PARKnSHOP and 7-Eleven Hong Kong for its innovative flavors like Sour Cream & Onion and Black Truffle chips, which were specifically tailored for the local market.

These products, including the newly introduced Tomato Crunchies, have resonated with Hong Kong shoppers, showcasing URC's successful localization strategy.

URC's international food sales, including its Hong Kong operations, contribute significantly to its overall revenue, with international branded food sales reaching P36 billion in 2025, up 3.5% from the previous year.

The company's strategic focus on adapting its products to local tastes has proven effective, as evidenced by its awards and growing market presence in Hong Kong.

URC's expansion into the Hong Kong market began over five decades ago, and its portfolio now includes a variety of snacks like Beef Crunchies and Magic Flakes.

The success of these products highlights the growing appeal of Filipino snacks in international markets, driven by URC's ability to meet local preferences while maintaining its brand identity.