C2 Green Tea

C2 GREEN TEA

INTRODUCTION

Most Asians are accustomed to drinking all kinds of tea, but Filipinos, having been colonized by the Spaniards for nearly 400 years and by the Americans for another 50, are different: they have a strong preference for coffee and soft drinks instead.

It was therefore a bold move for Universal Robina Corp. (URC) to introduce C2 Green Tea in the Philippine market in the latter part of 2004. “It’s true that Filipinos have long been coffee and soda drinkers, “ says Patricia Go, URC’s marketing services and advertising director, “but we noticed that they were becoming more concerned with their well-being and were taking better care of themselves. We therefore saw a need for a healthier alternative beverage.” Based on these findings, URC founder John Gokongwei, Jr., having previously seen several ready-to-drink tea beverages during a trip to China, decided that it was time to introduce green tea to the local market.

THE COMPANY

Universal Robina Corporation (URC) is one of the largest branded consumer food and beverage product companies in the Philippines and has a significant and growing presence in the ASEAN markets. URC is among the Philippines' pioneers in the industry. It has been in operations for over 50 years since John Gokongwei, Jr. established Universal Corn Products, Inc, a cornstarch manufacturing plant in Pasig, in 1954.

URC is the leading branded snackfoods and beverage company in the Philippines. URC is the first "Philippine Pan ASEAN Multinational" and has proven itself to be a trailblazer in manufacturing with a strong and loyal consumer base. The company has unswervingly showcased its innovation and excellence through its groundbreaking products, wide distribution network, and effective marketing. This is also evident in URC's formidable market leadership in snackfoods and beverages.

URC has built three strong regional brands over the years; "Jack 'n Jill" for snack foods, "C2" for ready to drink tea, and...