Black truffle, tomato crunch? Unique Jack ‘n Jill chips win over Hong Kong shoppers

Everyone's favorite homegrown snack brand has been a surprising hit in Hong Kong since arriving more than 50 years ago

MANILA, Philippines – Hong Kong shoppers appear to have developed a taste for Pinoy snacks, though they’re not exactly your familiar Filipino flavors.

Universal Robina Corporation (URC), the Gokongwei-led company behind Jack ‘n Jill, received awards from two of Hong Kong’s biggest retail chains after developing products specifically for Hongkongers.

At the PARKnSHOP Super Brands Awards, URC received the Outstanding Marketing Award and the Exclusive Co-Brand Award. Among the products behind the recognition were Jack ‘n Jill Potato Chips in Sour Cream & Onion and Black Truffle flavors, both created exclusively for the supermarket chain.

RECOGNITION. URC Hong Kong’s exclusive Jack ’n Jill Sour Cream & Onion and Black Truffle chips earned a PARKnSHOP Retailer’s Award for product innovation and retail partnership. Photo from URC.

The Filipino snack giant also introduced Tomato Crunchies specifically for the Hong Kong market, adding a tangy twist to a snack portfolio that first landed there more than five decades ago.

“These awards validate our strategic focus on localization and agility in international markets. Winning across both supermarket and convenience store formats proves that our consumer-centric approach resonates deeply with the Hong Kong market,” URC chief marketing officer Karen Ong said in a press statement on Thursday, July 16.

Earlier in 2026, Jack ‘n Jill also received 7-Eleven Hong Kong’s Outstanding Sales Performance Award in the potato chips and snacks category.

TOP SALES. URC Hong Kong commercial manager Attlee Lau (left) receives the Outstanding Sales Performance Award in the Potato Chips and Snack category for Jack ‘n Jill from 7-Eleven head of commercial Hong Kong and Macau Angel Siu (right). Photo from URC.

URC first introduced Jack ‘n Jill Potato Chips in Hong Kong in 1971. Its portfolio there has since grown to include Beef Crunchies, Roller Coaster, Dewberry, and Magic Flakes.

While URC doesn’t separately disclose how much it earns from Hong Kong, its broader overseas food business accounts for a significant share, accounting for up to 21% of sales in 2025.

For the full year 2025, international branded food sales reached P36 billion, up 3.5% from P34.8 billion in 2024. The company said growth was driven mainly by Malaysia, Indonesia, and its export business. – Rappler.com