Great Taste was launched by Universal Robina Corporation during the 1970s as a premium alternative to existing instant coffee products. It followed the success of URC’s earlier coffee brand, Blend 45, which was among the first locally manufactured instant coffees in the Philippines. [1]

One of Great Taste’s earliest innovations was the introduction of coffee granules instead of conventional coffee powder. The granule format helped preserve aroma and flavor, distinguishing the brand from competitors at the time. The product quickly gained popularity among Filipino households and became a leading name in the growing instant coffee market. [1]

Throughout the following decades, Great Taste continued expanding its product line and introducing new packaging formats designed for convenience and affordability.

Great Taste is credited with introducing several firsts in the Philippine coffee industry, including:

• The country’s first locally produced concentrated coffee granules

• The first foil refill packs for instant coffee jars

• One of the first complete 3-in-1 coffee mixes

• Resealable coffee pouches

• Twin-pack coffee sachets

• Value-sized “BigSave” packaging

• Great Taste White, one of the first white coffee products introduced in the Philippine market in 2011 [1]

These innovations helped the brand adapt to changing consumer preferences, particularly the growing demand for convenient coffee products.

Great Taste offers a wide variety of coffee products, including:

• Instant coffee granules

• Coffee powder

• 2-in-1 coffee mixes

• 3-in-1 coffee mixes

• Great Taste White

• White Coffee variants such as Caramel and Crema

• Ready-to-drink coffee beverages (available in selected markets)

The brand regularly introduces new flavors and packaging sizes to meet different consumer preferences. [1]

Great Taste has consistently ranked among the Philippines’ most purchased fast-moving consumer goods (FMCG) brands. According to Kantar’s Brand Footprint studies, the brand became one of the country’s most chosen beverage brands due to its wide household penetration and frequent purchases. [2]

The success of Great Taste White significantly contributed to the brand’s growth, reflecting Filipino consumers’ increasing preference for creamier coffee beverages over traditional black instant coffee. [2]

Great Taste has built strong brand recognition through decades of television commercials, celebrity endorsements, and sports sponsorships.

One of its most notable marketing efforts was sponsoring the Great Taste Coffee Makers, a professional basketball team that competed in the Philippine Basketball Association (PBA) from 1975 to 1992. The team won six PBA championships, helping strengthen the coffee brand’s national visibility. [3]

Great Taste is manufactured and marketed by Universal Robina Corporation (URC), a subsidiary of JG Summit Holdings, founded by Filipino businessman John Gokongwei Jr.. URC is one of Southeast Asia’s leading branded consumer food and beverage companies, with operations across multiple countries. [1]

For more than five decades, Great Taste has remained one of the Philippines’ most recognizable coffee brands. Its emphasis on product innovation, affordability, and convenience has made it a staple in Filipino households. Alongside brands such as Blend 45 and Nescafé, Great Taste has played a significant role in shaping the country’s instant coffee culture. [1]

1. Blend 45 And Great Taste: Coffee Pioneers

2. Great Taste, rising brand in Philippines – Global site – Kantar Worldpanel

3. Great Taste Coffee Makers