For over 15 years, Mega Sardines has reigned as the undisputed #1 sardines brand in the Philippines, and in 2023, it proudly held a commanding 26% share of the market. But behind this household favorite is a much larger story — one of vision, heart, and an unwavering commitment to Filipino families.
At the helm of this success is Mega Prime Foods, Inc. (MPFI), the company quietly shaping Filipino pantries nationwide. From Mega Tuna and Mega Mackerel to Mega Prime Quality fruits and vegetables, Primo Sparkling Juice, and Jimm’s Coffee Mix, MPFI has been providing affordable, nutritious products to millions of homes every single day.
A golden celebration with a megastar
This year, MPFI marked its 50th anniversary with a heartfelt celebration honoring five decades of freshness, innovation, and nourishment. At the center of the festivities was the launch of a touching anniversary video, featuring a special song performed by long-time brand ambassador, Sharon Cuneta — a fitting tribute from the megastar to a mega brand.
Sharon also leads Mega Milyonaryo, MPFI’s massive nationwide promo with a ₱50 million prize pool. Designed to thank the brand’s loyal customers, the promo embodies MPFI’s core message: that its success has always been rooted in the trust and love of the Filipino people.
“We became the number one sardines brand in the Philippines not because we had the biggest resources, but because we had the biggest heart,” said Michelle Tiu Lim-Chan, MPFI President and CEO. “Now, we want to give back to the people who made our journey possible.”
Mega moves in wellness and global growth
MPFI isn’t just celebrating the past—it’s actively shaping the future. According to Marvin Tiu Lim, MPFI’s Chief Growth and Development Officer, the company is expanding its portfolio to include both food and non-food wellness products, with a special focus on uplifting local brands and Filipino entrepreneurs.
“We’re looking at acquisitions of beloved Filipino brands that may have great products but need help with marketing and distribution,” Tiu Lim explained. “These legacy brands have potential — and we want to make sure they thrive.”
This strategy took form in 2024 when MPFI acquired Jimm’s Coffee, a top player in the healthy coffee space known for functional ingredients like Korean ginseng and agaricus mushroom. The brand’s latest campaign features none other than actor Coco Martin, adding star power to its wellness appeal.
Bringing Filipino flavors to the world
MPFI’s ambitions stretch far beyond Philippine shores. In early 2025, the company partnered with Baqer Mohebi Enterprises in Dubai, amplifying its global reach. Filipino favorites like Mega Sardines are now stocked in Costco stores across the US and Canada, and in a proud moment for the brand, Mega Sardines was officially certified a Superfood by the US-based Medical Wellness Association.
As MPFI enters its next 50 years, one thing is clear: the company remains rooted in its mission to nourish lives, empower local businesses, and bring the warmth of Filipino cooking to tables around the world. With big hearts, bold moves, and beloved products, MPFI is more than a food company — it’s a force for Filipino pride.