Universal Robina Corp. (URC) has entered the meals preparation mega-category with VegiGood! a new breading mix that offers a better – and very appealing – alternative to brands currently available on grocery shelves.
Now available in leading supermarkets, groceries, market stalls, and sari-sari stores, VegiGood! has been formulated in a way that it is as appetizing as its competitors, but with a twist: It actually has real vegetables, being made with carrots and malunggay (moringa). According to Mian D. David, Chief Marketing Officer of URC, it’s a smart way to introduce the benefits of these highly nutritional vegetables into children’s diets.
“It is still an all-in-one, crunchy-style breading mix that has a blend of tasty seasonings and spices. But it’s also something meant to help mothers give their kids a better diet,” said David. “The taste and crunch are still there, so it won’t dampen their children’s enthusiasm and appetite.”
In consumer tests, VegiGood! has consistently scored well because of its pleasing taste combined with its crispy and crunchy texture.
The market for cooking aids and culinary aids – meal mixes and sauces – grew 12% in 2022 and 19% in the first quarter of 2023. The category accounts for 7.8% of the food market.
URC’s foray into the fast-expanding meal preparations segment not only provides another channel for business growth, it also opens a great opportunity for the FMCG company to “delight consumers with tasty, quality, innovative mealtime solutions, relevant to Filipino families,” according to David.
URC produces iconic food and beverage brands such as Great Taste, C2 Cool & Clean, Piattos, Maxx candy, and Cream-O cookies, which have been part of Filipinos’ lives for almost 70 years. One of the country’s largest food and beverage manufacturers, URC also has a significant, and growing, presence in the ASEAN region.
For more information on URC, visit urc.com.ph
