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Flour Power
To successfully navigate challenging business transitions, you need to make some bold moves.
And bold it was in 2024 when URC launched its PHP 5.4 billion, state-of-the-art flour milling facility in Sariaya, Quezon Province. More than just an expansion, this facility raises the bar for efficiency, sustainability, and innovation in the industry.
“We’re looking at a significant step forward,” says URC President & CEO Irwin C. Lee. “The company’s flour production capacity will now rise from 2,180 metric tons per day to an impressive 3,500 MT. That moves the needle in terms of business growth and positive impact on our customers and communities.”
But the Sariaya plant isn’t just bigger – it’s smarter. It features the latest technology to streamline and optimize operations, with a centralized station for control and monitoring. On top of that, the facility boasts fully automated packing operations, speeding up production while minimizing waste.
The result? Greater precision, better quality control, and a seamless milling process that cuts down inefficiencies. In an industry where consistency is key, this technological leap ensures that URC can meet growing consumer demand while maintaining the high quality its customers expect.
Sustainability is also a priority. The Sariaya facility is designed to use energy and resources more efficiently, ultimately reducing its carbon footprint. By cutting waste and improving operational efficiency, URC aligns itself with global sustainability efforts – an increasingly crucial factor for companies competing in today’s market.
The benefits of the Sariaya plant extend beyond URC’s bottom line. With new jobs to be created at the facility, the local community stands to gain as well. This investment underscores URC’s role as not just a market leader but also a company that actively contributes to economic development.
The Sariaya plant isn’t just bigger
– it’s smarter.
The Sariaya plant isn’t just bigger
– it’s smarter.
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Sustainability is also a priority. The Sariaya facility is designed to use energy and resources more efficiently, ultimately reducing its carbon footprint.
URC has been a dominant force in the Philippine flour industry since opening its first plant in Pasig in 1970, followed by its Davao facility in 1991. With the addition of the Sariaya mill, the company is fortifying its position at the forefront of flour production, setting new benchmarks for technology, efficiency, and sustainability.
For the wider flour industry, URC’s latest investment signals a shift towards modernization and environmental responsibility. As competition grows and consumer expectations evolve, companies that
prioritize innovation, efficiency, and sustainability – like URC – are the ones that will thrive.
“With this new plant, URC isn’t just expanding,” says Lee. “It’s redefining the future of flour production in the Philippines.”
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Sustainability is also a priority. The Sariaya facility is designed to use energy and resources more efficiently, ultimately reducing its carbon footprint.
URC has been a dominant force in the Philippine flour industry since opening its first plant in Pasig in 1970, followed by its Davao facility in 1991. With the addition of the Sariaya mill, the company is fortifying its position at the forefront of flour production, setting new benchmarks for technology, efficiency, and sustainability.
For the wider flour industry, URC’s latest investment signals a shift towards modernization and environmental responsibility. As competition grows and consumer expectations evolve, companies that
prioritize innovation, efficiency, and sustainability – like URC – are the ones that will thrive.
“With this new plant, URC isn’t just expanding,” says Lee. “It’s redefining the future of flour production in the Philippines.”
Innovation and Growth
This was essential to the company’s sustained success, especially when facing economic headwinds and rising inflation.
By leaning into its strengths — strong consumer understanding, robust research and development capabilities, and a dynamic innovation engine that responds quickly to shifting market needs — URC developed exciting new products that drove both customer acquisition and brand loyalty in the Philippines, and across Southeast Asia.
Many of URC’s snack innovations were also designed to appeal to both parents and kids, making them ideal choices for baon (the snacks children bring to school). Launched at friendlier price points, these new offerings greatly appealed to families managing tighter budgets.
In the Philippines, where cheesy snacks are a mainstay among Filipinos, Piattos remained a top brand among consumers. We further expanded its reach by launching Piattos Cheese in an 18g pack – giving consumers a more affordable option of their beloved snack. In the noodles category, we launched Payless Sakto Pancit Canton, an even more affordable version of the cherished instant noodle brand.
Flavor and format offerings were also expanded across categories. The Piattos Special Edition lineup featured limited-availability variants such as Truffle, Bulgogi, and Four Cheese. Dewberry yoghurt cakes marked a successful entry into a new segment, with the product well received in its new format. Additionally, we introduced Lush Sour, a fun, fruity and chewy snack with a crunchy outer shell, adding variety to our confectionery category.
Then, with beverages, our Great Taste Iced Coffee Dark Latte addressed the growing demand for stronger café-style coffee in an affordable ready-to-drink format, making it accessible even amid constrained consumer spending. URC also introduced C2 Black Tea Peach, a vibrant and refreshing take on bottled tea, which perfectly matched Filipino consumers’ preference for fruity, lighter refreshment options.
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URC developed exciting new products that drove both customer acquisition and brand loyalty.
URC developed exciting new products that drove both customer acquisition and brand loyalty.
And then, of course, we continued pursuing Health and Wellness with Nova Green and Blend 45 Malunggay, both of which continued positive traction this year.
In Thailand, URC’s approach to innovation was equally strategic with the launch of Fun-O Lava Chocolate cookies and the expansion of the Roller Coaster snack range with Roasted Corn and Barbecue Corn flavors. Dewberry’s expanded fruit pie line also banked on consumers’ general love for fruity snacks.
In Indonesia, we accelerated the expansion of Munchy’s beyond Malaysia, building a new leg of growth as we entered the biscuit category in this market. Lexus and Oat Krunch anchored our biscuit presence, complemented by our core brands, Piattos and Cloud 9, together driving growth and brand recognition across categories.
Meanwhile in Malaysia we launched Lexus Choco Coated biscuits and the new Munchy’s Lexus Gold — a premium, multi-textured treat combining savory biscuit, creamy filling, and rich chocolate. The Roller Coaster Mega Crunch Hot & Spicy variant and the expanded Cream-O lineup resonated well with Malaysian consumers, offering familiar comfort with bold new flavors that fit perfectly into both everyday snacking and sharing moments.
In Vietnam, beverage innovation took center stage. The country’s market responded well to C2’s Pink Guava Passionfruit and Green Tea Lychee Black Tea flavors, both lighter, fruitier, and refreshingly different. URC also tapped into Vietnam’s growing energy drink segment with Rong Do Peach Yuzu, offering a more natural, fruity alternative to traditional energy drinks — again balancing innovation with affordability to meet evolving consumer expectations.
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Accessible pricing helps ensure we remain an everyday indulgence even amid inflationary pressures.
Powering these successful launches was URC’s Innovation Process Management (IPM) system, which combined robust customercentric discovery and insights with the entrepreneurial speed and agility needed to develop new products and refresh existing brands.
URC’s strong commitment to develop products that delight consumers, even during times of economic uncertainty, is what really helped advance the business through another challenging year. The company doubled down on giving its customers what they craved: food and drink satisfaction at the right price points - all of which reaffirm URC’s place as a beloved, trusted brand across Southeast Asia.