Universal Robina Corp., led by the Gokongwei family, is shaking up the meal preparation industry with its new debut into the “mega-category”.
The company behind Vcut potato chips and C2 iced tea introduced VegiGood, a new breading mix that promises to be more appealing and with healthier ingredients such as real carrots and malunggay.
“VegiGood! is a smarter way to get kids to eat vegetables,” Mian D. David, URC’s chief marketing officer, said in a statement.
“The taste and crunch are still there, so it won’t dampen the children’s enthusiasm and appetite,” David added.
Market share grab
The market for cooking aids, including meal mixes and sauces, grew by 12 percent in 2022 and surged by 19 percent in the first quarter of 2023, now making up 7.8 percent of the overall food market.
“URC aims to grow the business by entering the meal occasions market, delighting consumers with tasty, quality, innovative mealtime solutions, relevant to Filipino families,” said David.
