Universal Robina Corporation (URC), the Gokongwei Group’s food and beverage unit, diversifying its product portfolio by making its first foray into the meals preparation mega-category.

The firm said it is now producing a new breading mix that offers a better – and very appealing – alternative to brands currently available on grocery shelves.

“VegiGood! is a smarter way to get kids to eat vegetables,” said URC Chief Marketing Officer Mian D. David adding that the product is available in leading supermarkets, groceries, market stalls and sari-sari stores.

She said VegiGood! has been formulated in a way that it is as appetizing as its main competitors, but with a twist: It actually contains real vegetables such as carrots and malunggay or moringa.

“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.

She noted that, “The taste and crunch are still there, so it won’t dampen the children’s enthusiasm and appetite.” Tests have shown that consumers like VegiGood! because of taste combined with its crispy and crunchy texture.

The market for cooking aids and culinary aids – meal mixes and sauces – grew 12 percent in 2022 and 19 percent in the first quarter of 2023. It accounts for 7.8 percent of the 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.

URC has been producing 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 significant, and growing, presence in ASEAN. Its leading regional brands include Lexus, Tivoli and Fun-O.