“This center is not just a facility; it’s a strategic asset,” said URC president and CEO Irwin C. Lee during the center’s inauguration. “It accelerates URMunchy’s innovation pipeline, drives forward-thinking solutions, and strengthens our ambition to lead in snack innovation across the region.”
Located in Johor state’s Pasir Gudang, the new R&D hub features state-of-the-art technologies for testing and developing snack products. The facility aims to meet evolving consumer preferences with speed and precision while aligning with URC’s sustainability commitments.
During the launch, more than 50 new product prototypes were unveiled—including savory and sweet baked goods, snack chips, and chocolate creations. The event also spotlighted over 10 packaging innovations designed for cost-efficiency, festivity, and environmental sustainability.
Lee emphasized that the center allows for cross-functional collaboration, enabling teams to co-create, test, and scale new products efficiently. “It reinforces URMunchy’s mission to craft delightful, high-quality snacks while pushing the boundaries of product development,” he said.
URMunchy’s, known for beloved brands like LEXUS and Oat Krunch, is now URC’s innovation spearhead for Southeast Asia. The group also manufactures fan-favorite snacks including Roller Coaster, Nips, Dynamite, and Cloud 9.
In the Philippines, URC remains a household name with brands like Great Taste, C2 Cool & Clean, Piattos, Maxx, and Cream-O.
The R&D center signals URC’s continued investment in innovation, ensuring its relevance in ASEAN’s competitive food sector. —Ed: Corrie S. Narisma
