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Manila Bulletin devider Business devider The Stock Market devider Gokongwei's URMunchy opens innovation hub in Malaysia to lead Southeast Asia snack market

Gokongwei's URMunchy opens innovation hub in Malaysia to lead Southeast Asia snack market

Published May 22, 2025 10:17 am
Universal Robina Corporation (URC), the Gokongwei Group’s food and beverage unit, is has opened a new research and development center under its Malaysian subsidiary, URMunchy’s, as it bids to set the pace in snack innovation across Southeast Asia.
“This center is not just a facility: It’s a strategic asset,” said URC President and CEO Irwin C. Lee adding that the new research and development center “accelerates URMunchy’s innovation pipeline, drives forward-thinking solutions and strengthens our ambition to lead in snack innovation across the region”.
The center – located in Pasir Gudang, in Malaysia’s southern Johor state – features advanced product testing and development technologies that accelerate the production of high-quality snacks that keep up with consumers’ ever-changing taste.
During the research and development center’s official opening, over 50 product samples were showcased. These ranged from savory baked goods and snack chips to sweet baked treats and some chocolate-based creations.
More than 10 packaging innovations were also presented, each highlighting cost-effective, festive and sustainable formats aligned with URC’s environment-protection and sustainability goals.
There were also advancements in hybrid technology that combine multi-sensory experiences with novel ingredients and processing methods.
“The launch of the R&D center in Pasir Gudang marks a significant leap forward for URMunchy’s, ushering in a new era of innovation, collaboration and excellence,” said Lee.
He noted that the facility allows cross-functional teams to co-create, test and scale new product ideas more efficiently, “enabling the company to stay ahead of evolving consumer preferences.”
“It reinforces URMunchy’s mission to craft delightful, high-quality snacks while continuously pushing the boundaries of product development,” Lee said.
URMunchy’s produces popular Munchy’s biscuit brands LEXUS and Oat Krunch, as well as URC’s well-loved snacks and confectionary brands such as Roller Coaster, Potato Chips, Cloud 9, Nips and Dynamite.
In the Philippines, URC produces iconic brands such as Great Taste, C2 Cool & Clean, Piattos, Maxx candy and Cream-O cookies, which have been part of Filipinos’ lives for decades.
One of the country’s largest food and beverage manufacturers, URC also has significant, and growing, presence in ASEAN.

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