MANILA, PHILIPPINES – NutriAsia Incorporated, through its iconic UFC brand, has launched its first-ever Sweet and Spicy Spaghetti Sauce, developed in partnership with independent creative agency Leron Leron Sinta. The launch introduces a bold new take on a Filipino classic, reimagined for more mature, adventurous palates.
In the Philippines, spaghetti is famously sweet, crafted to suit the Filipino palate, and long associated with childhood memories, birthday parties, and family celebrations. For decades, it has been the ultimate kids’ favorite.
But tastes evolve.
As Filipino food preferences continue to shift toward bolder and more layered flavors, today’s adults are craving something more exciting, without losing the comfort of a dish they grew up loving. They want spaghetti that reflects where they are now.
UFC Swicy Sweet and Spicy Spaghetti Sauce, positioned as “Rated SPG: Swicy Pasta for Grown-Ups,” is a playful nod to familiar Filipino content ratings meant for adults only. The new swicy flavor blends comforting sweetness with a confident spicy kick, delivering a richer, more exciting pasta experience, designed specifically for Filipino adults.
Conceptualized with Leron Leron Sinta, the campaign taps lifestyle, food, and pop-culture influencers who embody this shift in taste, individuals who grew up on classic sweet spaghetti and are now seeking a new flavor adventure beyond the familiar.
“With UFC Swicy Sweet and Spicy Spaghetti Sauce, we want to prove that everyday cooking can be effortless, exciting, and boldly flavorful, just like the grown-ups it’s made for,” said Madz Javier, Senior Consumer Engagement Manager of NutriAsia.
Check out this new, exciting flavor of UFC Swicy and level up your spaghetti at home. Visit NutriAsia’s official stores on Lazada and Shopee.
