There’s nothing like food to make you feel at home.

For millions of Filipinos living or working all across the globe, a familiar flavor or a well-loved taste can instantly bring back fond memories and rekindle that warm, fuzzy feeling of comfort.

While most Filipino dishes can be recreated in any kitchen, some Pinoy staples require a bit more effort to find.

This is where Rebisco comes in.

The snack food giant has been doubling down on its international business, ‘invading’ key markets armed with delightful sweets and treats.

“Wherever there are Filipinos, we have a market for Rebisco products because our snacks represent a piece of home,” Rebisco President Jonathan C. Ng said. “At the same time, the shared love for food is a universal language that transcends boundaries, languages and cultures. While we bring our diverse portfolio of products to a wider market, we also want to put the Philippines on the global map as a maker of world-class snacks.”

Spreading the love for Filipino-made snacks

Rebisco has been in the export business since early 2000, with key markets including China, U.A.E., Saudi Arabia, Hong Kong, Taiwan, South Korea and Myanmar. Among their top export brands are local favorites like Ding Dong, Hansel, Fudgee Barr, Rebisco Sandwich, Doowee Donut, Cupp Keyk and Choco Mucho.

According to Rebisco International Business Group Head Jonnel Mangubat, main consumers vary per export market. “For countries such as UAE, Saudi Arabia, Canada, USA, and Taiwan the main consumers are our overseas Filipinos as these countries are top OFW and Filipino migrant destinations,” he said. “As for China, Hong Kong, South Korea, and Myanmar, we primarily cater to the mainstream aka local consumers. Thus, our products could be found in their supermarkets and wholesalers where local consumers go to.”

Winning over local snack lovers

Marketing strategy varies, depending on the market. “We localize our portfolio and promotions based on the unique consumer needs per country,” Mangubat explained. “While some distributors directly approach us due to our company’s popularity, we mainly enter new markets through participation in international trade missions and food exhibits. As soon as we see market potential and product acceptance, as indicated primarily by consistent orders, we follow through with significant investment in sales and marketing initiatives in order to maximize the business potential.”

Manufacturing is a key success factor for Rebisco’s international business. In 2015, the legacy snack maker opened its Vietnam manufacturing facility, complete with a sales and marketing force. Mangubat added, “Vietnam’s strategic location in the region makes it an ideal manufacturing hub for businesses that want to penetrate the ASEAN markets. Its free trade agreements also make the country more attractive to investors because of the fewer tariffs and restrictions.”

The Vietnam plant produces cakes, biscuits, wafer and cream paste, for domestic and top export markets like China and Myanmar. Rebisco Vietnam has also recently begun export shipments to Hong Kong and Singapore. Mangubat noted that the total operations in Vietnam have steadily doubled its sales in the past five years, with the top-selling brands including Doowee, Krim Stix and Rebisco Extreme.

More reasons to celebrate

As Rebisco celebrates its 55th anniversary this year, the homegrown manufacturer of snack time favorites sees a bright future ahead for its international business.

Ng noted, “We’re optimistic about the sustained growth of our international operations. We continue to evolve with the changing needs of the market—both locally and globally. Good food never goes out of style. Regardless of where you’re from, there’s always a good reason to sit down and enjoy a snack.”

For generations of Filipinos, snack time is Rebisco time.

The well-loved Filipino snack brand has been a go-to choice for baon, for merienda, as pasalubong or simply as a comfort food. And this year, the homegrown snack maker marks another milestone as it celebrates 55 years in the business and in the hearts and homes of Filipinos, here and abroad.

“Rebisco has grown leaps and bounds since we started 55 years ago,” Rebisco President Jonathan C. Ng said. “We’ve expanded our product portfolio and our markets, and we continue to nurture generations of our most valuable asset—our employees. More importantly, Rebisco has become an integral part of Filipinos’ snacking culture, which is why we’re excited to share this milestone with our consumers.”

Modern twist to an icon

For many Filipinos, no trip to the province is complete without the iconic multicolored Rebisco can—a simple and multifunctional pasalubong that represents the priceless joy of sharing and bonding over delicious snacks with family and friends.

As part of their 55th year celebration, Rebisco teamed up with four renowned Filipino contemporary artists to create the Rebisco Special Edition Designer Cans. The cans showcase Rebisco’s rich history and evolution through the unique perspectives of each artist. Using the can, Migs Villanueva, Aris Bagtas, Roel Obemio, and Joseph Banez recreated a shareable masterpiece that captures the culture and tradition that Rebisco has helped shape over the years.

“Long after the biscuits have been consumed, the original Rebisco can becomes a permanent part of the Pinoy household as a rice container, a flower pot or as a storage for toys and other knick knacks,” Rebisco Marketing Communications Head Lulu de la Peña said. “It has become an icon that we are truly proud of and the Special Edition Designer Cans continue that enduring tradition of supporting local artistry, serving great food, and promoting great Filipino family values.”

Artists for Rebisco

Palanca awardee visual artist Migs Villanueva noted how Rebisco has been part of her own life as a mother, a grandmother and even as an artist. “I wanted to depict the affection and the connection between family members like mother and son or siblings because that’s the nucleus of the society. Rebisco is a family thing,” she said.

For his part, Roel Obemio based his artwork on social narrative observations, inspired by his own experiences with Rebisco. He shared, “Kumakain ako ng Rebisco habang nagpipinta ako. ‘Yun ang mga ibinibigay namin sa mga kamag-anak namin sa Mindanao. Sa probinsya common na siya. Icon na kasi e. Lumaki ako sa ganun.(I eat Rebisco when I paint. And that’s also what we give to our relatives in Mindanao. It’s common in the province because it’s an icon. It’s been a part of my experience growing up.)”

Aris Bagtas, who paints Filipino folk art and culture, expressed excitement over the collaboration, which is a special collectible item. “I’m really proud kasi Filipino product ‘yun,” he added. Filipino Pop-Social Realism artist Joseph Bañez also noted the significance of the campaign. “’Yung makilala ka, madagdagan ng exposure at maging part ka ng isang icon na produkto dito sa Pilipinas, that’s the best part. (To be recognized, to gain more exposure and to be part of an iconic Filipino product, that’s the best part.)”

A Filipino tradition

Ng added that the company’s 55th anniversary is a celebration of its legacy and an opportunity to express gratitude to its loyal consumers. “It truly is heartwarming to see and hear how Rebisco has made so much impact on generations of Filipinos. That, to us, is our biggest cause for celebration this year,” he said. “We hope our consumers enjoy their very own special edition designer can and celebrate this momentous occasion with us.”
The Rebisco Special Edition Designer Cans are now available at all leading supermarkets nationwide for a SRP of P175 per can. There are four sets of designs, and each can contains assorted premium biscuits, crackers, cookies and wafers. Share your own #Rebisco55 story at Rebisco Snackademy's official Facebook page and watch the highlights of the Rebisco Special Edition Designer Can Launch