Skip to main content

Rebisco is bringing Filipino delights to global market

When it comes to snack or merienda, the brand Rebisco always comes first. From school snacks,  afternoon merienda and late snack we Filipino always have Rebisco products stored in our house.
When I was working in other country, I always crave for Fudgee Bar, Rebisco Strawberry Sandwich and a lot more but it was really hard to find one in a local store.



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 more of The Kitchen Mom adventure, you can visit my Instagram account @thekitchenmom and Facebook Page @TheKitchenMom and please do always visit my blog for more of my featured restaurants, new products, health, adventures and more at www.thekitchenmombydhess.com



Comments

Rebisco is my kids love.
They love the flavors of rebisco❤️❤️❤️
All times filipino favorite snacks rebisco .. Masarap kasi talaga sya kaya pati mga kids favorite na snack ito..
Cielo Jonna said…
Napaka generous ng Rebisco.. Congrats!!
Unknown said…
Na alala ko tuloy nun kabataan ko Rebisco ang baon hanggang ngeun may mga kids na ako rebisco pa dn..

Popular posts from this blog

Tigdas/Measles: Mga Sintomas, Pagkain at Lunas

Pagkatapos ng Dengvaxia incident maraming magulang ang natakot na pabakunahan ang mga anak ng libreng bakuna na inaalok ng DOH Health Centers. Yung iba sa atin hindi na pinabakunahan ang mga anak laban sa measles, tetanus, rubella at cervical cancer (HPV). Nito lang week dinala namin uli si Chelsea sa Pedia nya dahil sa pabalik-balik na lagnat at ang napansin ko na rashes sa may bandang dibdib at tyan nya. Sinabi sa amin ng doctor na patuloy namin obserbahan si Chelsea dahil maaring mayroong Measles outbreak, sapagkat 3 na sa kanyang naging pasyente ng araw na iyon ay postive sa measles. Nagdeclare ng measles outbreak ang DOH sa Zambonga City noong February 2018, 495 na kaso sa Davao city starting from January-September 2108, at barangay sa taguig noong March 2018. Anu-ano nga ba ang sintomas ng tigdas (measles)? Mga kailangang gawin? Mga pagkain na  pwede at bawal kainin. 2 uri ng tigdas o Measles Tigdas Tigdas Hangin Sintomas: Rashes o pamamantal Dry cough

Nutri 10 Plus, Vitamins Perfect For Child's Growing Needs

Summer is already here. The temperature last week was 34°c and its getting hotter everyday. We have to open our windows to make sure that we won't get suffocated because of the heat. Summer is also the season of flu, bacteria that can cause cough and build up of phlegm. Kids should always be geared with proper protection. Their body needs protection from harmful diseases. That's why I was so thankful that I used Nutri 10 vitamins for my Chelsea. This is the kind of vitamins that she really need. For sure most of you know that Chelsea is a picky eater. She only eat if we have Sinigang or gravy that she put in her steamed rice. After taking Nutri 10 for almost a month now. I noticed some changes in her appetite and daily routine.  Before, Chelsea stays up until 2 am and wakes up around 11 am. Thankfully that routine changed and she also started to eat vegetables. As a mom I'm always worried because I know that she is not getting the right nutrients that her

A quick trip down holiday memory lane

  Can you feel it? The cold breeze, holiday songs, festive decorations, and colorful lights and lanterns… it’s Christmas season, everybody! Filipinos are known to celebrate Christmas the longest – it starts with the BER months and ends in January. Along with parties and get-togethers, we also have different traditions to celebrate the yuletide season. Since I was a kid, I associated grapes and round fruits with the holiday season. My grandma used to buy a lot of grapes during the BER months and placed them on our table along with other fruits. The grapes were also hung on windows and doors to help bring in good fortune for the coming year. I remember her asking me who was eating the grapes as she noticed that they were slowly “disappearing” and I said it must have been my aunties and our cat. But… It was silly me all along, of course! My aunties ended up buying more, much to my delight.   For Christmas eve, my aunties and grandma would make their delicious fruit salad – a huge can of f