Insider Spotlight
Cloud 9 and Munchy’s, two of URC’s flagship brands and widely recognized names in the Philippines, recently secured national recognition at Malaysia’s 2025 Putra Brand Awards.
The honors underscore rising consumer trust in Malaysia, where competition in the packaged food and snack sector remains intense. The details were disclosed in a recent company release.
Why it matters
Brand strength in Malaysia signals broader staying power for URC across Southeast Asia. Consumer-led recognition enhances pricing power, shelf visibility and distributor confidence — critical levers as regional demand for affordable indulgence snacks continues to expand.
Cloud 9 received a silver award in the food stuff category at the Putra Aria Brand Awards 2025, while Munchy’s earned a bronze award in the food stuff category at the Putra Brand Awards 2025.
The awards, organized by the Association of Accredited Advertising Agents Malaysia (4As) in collaboration with industry partners, were presented in January 2026 and are based on a nationwide consumer-voted study drawing responses from tens of thousands of Malaysians.
“These awards reflect the trust Malaysian consumers place in our brands and the dedication of our teams who bring them to life every day,” said Karen Ong, URC’s chief marketing officer.
“We are deeply grateful to our employees and partners across URC and URMunchy’s,” she said. “This recognition belongs to all of them.”
Zoom in
URC has been strengthening its innovation capabilities in Malaysia as part of its broader Southeast Asia expansion. In March 2025, the company opened a new research and development center in Pasir Gudang, Johor, designed to accelerate product development and packaging innovation for the regional market.
The facility features advanced product testing technologies and enables cross-functional collaboration aimed at shortening time-to-market — a crucial advantage in fast-moving consumer goods.
Munchy’s, established in 1991 and acquired by URC in 2021, is Malaysia’s No. 1 biscuit brand, with distribution in more than 20,000 outlets nationwide. Cloud 9, part of URC’s regional snacks portfolio, continues to grow its market share and brand recognition across Southeast Asia, complementing its strong Philippine base.
The bottom line
With popular Filipino-born brands gaining ground abroad and investments in innovation ramping up, URC is reinforcing its position as a regional snack powerhouse anchored on consumer trust and cross-border brand strength. —Princess Daisy C. Ominga | Ed: Corrie S. Narisma
