Purefoods Luncheon Meat just took a flavorful leap forward. Long trusted in Filipino kitchens, the well-loved staple has introduced a new square-shaped can that keeps its signature taste while making storage and preparation more convenient. To mark this transformation, Purefoods hosted the Square-Up Cook-Off, a culinary event that showcased just how versatile this pantry classic can be.

Held on 3 June 2025 at Whitespace Makati, the cook-off gathered popular content creators and homegrown foodies for a friendly kitchen showdown. Participants included viral recipe creator Jujumao, husband-and-wife duo Laureen Uy-Cruz and Miggy Cruz, and "Okay Na To" cooking content queen Grace TanFelix.

The event challenged each team to create inventive dishes using three Purefoods Luncheon Meat variants: the original Classic, the lighter Lite with reduced fat and salt, and the Chicken variant for a more delicate flavor.

In the appetizer round, Jujumao served a bright and crunchy Summer Salad using the Classic variant. Laureen and Miggy brought a fun fusion to the table with their Korean-inspired Classic Pajeon-style Pancakes. Grace highlighted Filipino flavors with her bold Chicken Sisig.

The main course round brought in heartier flavors. Jujumao offered a vibrant Chicken Pesto Pasta. Laureen and Miggy went for comfort with their cheesy Chicken Ramyun. Grace impressed with her Japanese-style Classic Katsu Rice Bowl that delivered crunch and flavor in every bite.

For the snack round, Purefoods Lite took the spotlight. Jujumao created a crispy Chicken Sando. Laureen and Miggy turned the Lite variant into bite-sized Sushi Bites with a refreshing twist. Grace closed the competition with savory Lite Fritters, packed with umami and crunch.

While the event was a fun and flavorful celebration, it also reinforced how a familiar kitchen favorite like Purefoods Luncheon Meat can be reimagined to suit today’s evolving tastes and lifestyles. The new square can may look different, but inside remains the same quality and flavor that has earned its place in countless Filipino homes.

From simple breakfasts to imaginative meals, Purefoods Luncheon Meat continues to adapt while staying deliciously familiar.