Insider Spotlight
The strategy recently earned industry recognition after URC's International Trading Operations (ITO) team received the Outstanding Marketing Award and the Exclusive Co-Brand Award at the PARKnSHOP Super Brands Awards.
Earlier this year, Jack 'n Jill also won the Outstanding Sales Performance Award in the Potato Chips and Snack category at the 7-Eleven Top Brand Campaign Awards.
Why it matters
Success in Hong Kong's retail market depends on more than product distribution. Companies must tailor offerings to local tastes while working closely with major retailers to stay relevant and competitive.
URC earned the latest honors after introducing PARKnSHOP-exclusive Jack 'n Jill Potato Chips flavors—Sour Cream & Onion and Black Truffle—and launching Jack 'n Jill Tomato Crunchies specifically for the Hong Kong market.
The initiatives underscore the company's localization strategy, which focuses on developing products designed around local consumer preferences rather than simply exporting existing brands.
“These awards validate our strategic focus on localization and agility in international markets,” URC chief marketing officer Karen Ong said in a press statement.
“Winning across both supermarket and convenience store formats proves that our consumer-centric approach resonates deeply with the Hong Kong market. We aren't just exporting products; we are tailoring flavors and experiences to fit the unique preferences of local consumers,” she added.
Between the lines
The dual recognitions demonstrate how retailer collaboration has become a key competitive advantage for consumer goods companies expanding overseas.
“Our growth in highly competitive regions like Hong Kong relies entirely on the strength of our retail partnerships. By collaborating closely with giants like PARKnSHOP and 7-Eleven, we can co-create value, drive mutual sales growth, and ensure our portfolio remains highly relevant to everyday shoppers,” Ong added.
URC has maintained a presence in Hong Kong since introducing Jack 'n Jill Potato Chips in 1971. Over the years, it has expanded its regional portfolio to include brands such as Beef Crunchies, Roller Coaster, Dewberry, and Magic Flakes.
The company said it remains focused on product innovation and cross-border commercial partnerships to further strengthen its international presence across Asia. —Vanessa Hidalgo | Ed: Corrie S. Narisma
