UFC, Judy Ann Santos-Agoncillo team up to promote Filipino culinary excellence

NutriAsia has partnered its flagship condiment brand UFC with actress, restaurateur, and chef Judy Ann Santos-Agoncillo in a collaboration aimed at celebrating Filipino cuisine and encouraging households to bring world-class standards to everyday cooking.

UFC, long associated with Filipino kitchens for its banana ketchup and other condiments, continues to expand its product portfolio to include sauces, mixes, and meal solutions that combine convenience with quality. NutriAsia said the collaboration highlights how traditional Filipino flavors can adapt to modern tastes while maintaining authenticity.

"At NutriAsia, we believe that food is more than nourishment—it is culture, heritage, and pride," said James Lim, senior group category head for corporate marketing and communications. "This collaboration between UFC and Judy Ann Santos-Agoncillo embodies our mission to champion Filipino flavors on the global stage. By uniting two icons trusted for generations, we are showing the world that everyday Filipino cooking can be world-class."

The campaign brings together UFC’s product range and Santos-Agoncillo’s culinary background, with NutriAsia positioning the partnership as a way to inspire families to rediscover cooking using trusted and versatile ingredients.

"UFC has always been about innovation rooted in tradition," said Jero Jhocson, senior consumer unit manager. "Partnering with Judy Ann Santos-Agoncillo allows us to highlight how our diverse portfolio empowers Filipino households to create dishes that are both authentic and globally competitive. Together, we inspire families to rediscover the joy of cooking with products they can trust."

NutriAsia said UFC products are manufactured in facilities certified under internationally recognized food safety systems, reinforcing the brand’s commitment to quality and global standards.

"Our FSSC-certified facilities and commitment to natural, high-quality ingredients prove that UFC products meet international standards while staying true to Filipino taste," said Camille Santos, consumer connection and UFC brand manager. "This campaign with Judy Ann Santos-Agoncillo is a celebration of excellence and authenticity—values that UFC has upheld for more than five decades. We are proud to show that Filipino flavors can compete and excel anywhere in the world."

The collaboration will be rolled out across multiple platforms, including digital content, culinary showcases, and a vlog series featuring Santos-Agoncillo, as UFC and NutriAsia seek to elevate the global profile of Filipino cuisine.