UFC puts a grown-up spin on a Filipino staple with ‘Rated SPG’ swicy spaghetti sauce

NutriAsia, through its long-established UFC brand, has unveiled its first-ever Sweet and Spicy Spaghetti Sauce, marking a deliberate shift in how one of the Philippines’ most nostalgic dishes is positioned for today’s consumers.

Developed in partnership with independent creative agency Leron Leron Sinta, the new UFC Swicy Sweet and Spicy Spaghetti Sauce reinterprets a Filipino classic that has, for generations, been defined by its distinctly sweet profile and strong association with childhood celebrations. Birthday parties, family gatherings, and school events have long cemented sweet spaghetti as a kids’ favourite - and a cultural constant.

But as Filipino tastes mature, so too does their relationship with comfort food.

With more consumers gravitating towards bolder, more layered flavours, UFC’s latest launch acknowledges a growing appetite among adults for familiar dishes that better reflect their evolving palates. The result is a “swicy” - sweet and spicy - spaghetti sauce designed to retain the comfort of the original while introducing a confident kick aimed squarely at grown-ups.

Don't miss: Disney+ Philippines scores a festive win with 'Queso de basketball' campaign

Positioned as ‘Rated SPG: Swicy pasta for grown-ups’, the campaign borrows from the Philippines’ well-known content classification system, typically used to signal material intended for mature audiences. The playful framing allows the brand to signal a clear shift in target market without abandoning the emotional equity built over decades.

Rather than treating spaghetti purely as a family staple, the launch reframes it as a personal indulgence for adults who grew up on the original and are now ready for something more expressive. It is a move that reflects broader shifts in the local FMCG landscape, where legacy brands are increasingly modernising their propositions to stay culturally relevant without losing authenticity.

The integrated campaign, conceptualised with Leron Leron Sinta, leans heavily into lifestyle, food, and pop-culture creators who embody this transition. Influencers selected for the campaign represent a generation that was raised on classic sweet spaghetti but now seeks more adventurous flavours, mirroring the product’s core insight.

By acknowledging that “tastes evolve,” UFC positions itself not as a brand stuck in tradition, but one that grows alongside its consumers. This sentiment aligns closely with how Filipino consumers are redefining everyday meals amid greater exposure to global flavours and culinary experimentation at home.

“With UFC Swicy Sweet and Spicy Spaghetti Sauce, we want to prove that everyday cooking can be effortless, exciting, and boldly flavourful, just like the grown-ups it’s made for,” said Madz Javier, senior consumer engagement manager of NutriAsia.

The product is now available through NutriAsia’s official stores on Lazada and Shopee, reinforcing the brand’s focus on eCommerce as a key channel for discovery and trial, particularly among younger urban consumers.

Related articles:
Alex Eala serves up hope with NutriAsia's Locally in youth-focused campaign
Filipina racer Bianca Bustamante joins Priority Pass as Asia-Pacific brand advocate
National Book Store's latest heartwarming film unveils a scary secret