In the Philippines, canned sardines has become a staple food for most families, as it is affordable, convenient and nutritious. Canned sardines offers a good source of calcium, Omega-3, iron, protein, dietary fiber, potassium, lycopene, and Vitamins A, C, and D. They are also delicious, versatile and widely available across all store formats.
However, not all canned sardines are the same. Mega Sardines, produced by Mega Prime Foods Inc., has recently received the first global endorsement as a ‘Superfood’ affirming its status as a super brand in the country.
Medical Wellness Association (MWA), a US-based organization of the world’s largest collection of physicians and wellness experts, conferred the official endorsement after Mega Sardines passed all of the scientifically based nutritional criteria that highlight food safety and nutrition wellness.
James Michael Lafferty, founding board member of the MWA said, “Mega Sardines stood out in all areas in our System-6 criteria for a ‘superfood’. Filipinos value nutritional wellness, especially when preparing meals for their families. With the product being rich in omega-3, high in vitamins, and processed with world-class safety, we can say it’s more than a pantry essential—it’s a food that supports overall health.”
Marvin Tiu Lim, chief of Growth and Development of Mega Prime Foods said that this endorsement has made Mega Sardines the only seafood brand in the world to be recognized as a ‘Superfood’. According to Nielsen Retail Audit in 2024, Mega Prime Sardines is the market leader in the Philippines with 26% share in value terms.
Mega Prime also owes its success to its current fleet of fishing vessels which is the biggest in the country, apart from its advanced fishing and handling technology ensuring maximum 12-hour window between ‘catch to can’ thereby ensuring nutrient preservation.
As sardines is a staple food to many Filipinos, the Department of Trade and Industry (DTI) has successfully received the commitment from sardine canners to hold their prices steady and not to increase price, particularly during this challenging economic period. The manufacturers’ agreement was made after a recent meeting with members from the Canned Sardines Association.
Prior to the meeting, news reported that the industry planned to increase retail price by almost 15% from Pesos 21 (US$0.37) to Pesos 24 (US$0.42) for a 155g can.
