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Manila Bulletin devider Lifestyle devider Food devider Purefoods launches 'Square-Up' Cook-Off to mark packaging shift

Purefoods launches 'Square-Up' Cook-Off to mark packaging shift

Content creators battle it out in culinary competition celebrating new square-shaped luncheon meat cans

Published Jun 12, 2025 08:08 am
Cook off Judge Chef Gene Gonzalez; Purefoods head of marketing, Mai Gonzales; Cook off challengers, Jujumao; Grace Tanfelix; Laureen Uy-Cruz and Miggy Cruz; and Cook off judge Chef Pam Obieta
Cook off Judge Chef Gene Gonzalez; Purefoods head of marketing, Mai Gonzales; Cook off challengers, Jujumao; Grace Tanfelix; Laureen Uy-Cruz and Miggy Cruz; and Cook off judge Chef Pam Obieta
Purefoods Luncheon Meat marked the launch of its new square-shaped packaging with the “Square-Up” Cook-Off, held June 3, 2025, at Whitespace Manila. The event gathered popular food content creators for a three-round culinary competition, spotlighting all three variants of the longtime pantry staple: Classic, Lite, and Chicken.
Participants included viral food creator Jujumao; lifestyle duo Laureen Uy-Cruz and Miggy Cruz; and Facebook content creator Grace Tanfelix. Each was tasked with preparing dishes that highlighted Purefoods Luncheon Meat’s versatility in appetizers, main courses, and snacks.
The event also introduced the brand’s shift from traditional round cans to a new square design. According to Purefoods, the updated packaging is intended to offer easier storage, improved convenience, and a modern look—while maintaining the same flavor that has made it a staple in Filipino kitchens.
Fritters
Fritters
Katsu Rice Bowl
Katsu Rice Bowl
Chicken_Sisig
Chicken_Sisig
Pesto Pasta
Pesto Pasta
Chicken Sando
Chicken Sando
Culinary rounds and highlights
The cook-off opened with the appetizer round. Jujumao presented a Summer Salad using the Classic variant; Uy-Cruz and Cruz prepared Pajeon-style Pancakes; and Tanfelix served a Chicken Sisig dish with a Filipino twist.
In the main course round, Jujumao used the Chicken variant for a Pesto Pasta; Uy-Cruz and Cruz created Chicken Ramyun with Cheese; and Tanfelix offered a Classic Katsu Rice Bowl.
The final round focused on snacks. Jujumao prepared a Chicken Sando using the Lite variant; Uy-Cruz and Cruz presented Sushi Bites; and Tanfelix delivered Fritters in a breaded style.
Judging duties were handled by chefs Gene Gonzalez and Pam Obieta, with 20 percent of each participant’s score coming from audience votes cast in real time via a QR-code enabled app. Guests also had the opportunity to sample the dishes, contributing to the live leaderboard updates throughout the event.
Jujumao emerged as the overall winner and was named the first Purefoods Luncheon Meat Square-Up Cook-Off Champion. He also took home the Most Innovative Dish award for his Chicken Sando. Uy-Cruz and Cruz were awarded Best in Plating, while Grace Tanfelix earned the Crowd Favorite title.
Sushi Bites
Sushi Bites
Pajeon-style Pancakes
Pajeon-style Pancakes
Ramyun with Cheese
Ramyun with Cheese
Summer Salad
Summer Salad
Evolving with Filipino households
“Deliciousness now comes in a new shape,” the brand noted during the program, “squared up to match your ever-evolving lifestyle—easier prep, modern packaging, and all the flavor you’ve always loved.”
Purefoods Luncheon Meat is now available in Classic, Lite, and Chicken variants at leading supermarkets and e-commerce platforms nationwide.
For more updates, visit Purefoods on Facebook, Instagram, or TikTok.
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