Purefoods Luncheon Meat just turned the heat up on the Filipino kitchen classic. With a bold new square-shaped can, the iconic brand unveiled a fresh look while keeping the same signature flavor generations have loved. To celebrate the transformation, Purefoods hosted the Square-Up Cook-Off 2025 at Whitespace Makati, gathering food creators, culinary icons, and an excited live audience for a flavorful kitchen battle.
The event brought together viral foodie Jujumao, stylish duo Laureen Uy-Cruz and Miggy Cruz, and “Okay Na To” queen Grace Tanfelix. Each of them was challenged to create dishes using the three Purefoods Luncheon Meat variants:
- Classic – the original meaty favorite
- Lite – 30 percent less salt and 35 percent less fat
- Chicken – a lighter option with a unique flavor profile
Three Rounds, One Kitchen Showdown
Appetizer Round
- Jujumao presented a crisp Summer Salad using Classic
- Laureen and Miggy created Pajeon-style Pancakes
- Grace delivered a bold Chicken Sisig
Main Course Round
- Jujumao wowed with Chicken Pesto Pasta
- The Cruz couple served creamy Chicken Ramyun with Cheese
- Grace went crunchy with a Classic Katsu Rice Bowl
Snack Round
- Jujumao’s Chicken Sando using Lite got the crowd talking
- Laureen and Miggy served bite-sized Lite Sushi Bites
- Grace kept it fun with breaded Lite Fritters
All dishes were judged by Chef Gene Gonzalez and Chef Pam Obieta, with a real-time voting component that allowed guests to scan a QR code and score their favorites. This kept the leaderboard active and the energy high throughout the cook-off.
And the Champion Is…
Jujumao took home the title of Square-Up Cook-Off Champion, winning both Most Innovative Dish and the top spot overall. Best in Plating was awarded to Laureen Uy-Cruz and Miggy Cruz, while Grace Tanfelix claimed the Crowd Favorite award.
From updated packaging to unexpected pairings, the Square-Up Cook-Off was a reminder that deliciousness can evolve with the times. Purefoods Luncheon Meat is now easier to stack, open, and use — with the same taste that makes every meal feel familiar and exciting.
Now available in Classic, Lite, and Chicken, Purefoods Luncheon Meat is stocked in supermarkets and online nationwide. Whether you’re cooking for the family or showing off on social, this pantry staple just got its most stylish upgrade yet.
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