PROTEIN DELIVERy
Protein Delivery
We commit to responsible manufacturing and development processes in providing sustainable, healthier, and affordable food products that address the nutritional needs of Filipinos as we aspire to become a Philippine leader in affordable nutrition.
Profit-Purpose Alignment
In the pursuit of a healthier nation, CNPF anchors its product portfolio on affordable nutrition. Our vision is to help nourish millions, driving us to develop delicious products that also target nutrient deficiencies, mitigate the risk of non-communicable diseases, cater to specific nutritional needs across different life stages, and amplify nutrition education among Filipinos. Through continuous improvement and innovation of food products that are easy on the pocket and within reach, CNPF delivers quality proteins and additional nutrients to nourish and delight everyone, every day, everywhere.
CNPF Nutrition Program
Our Nutrition Program aligns business objectives with the nutritional needs of our consumers. It represents a commitment to operational excellence, from innovative product development to informative consumer education and local community engagement, all aligned with the goal of fostering a healthier Philippines.
Increase availability of healthy and safe food
CNPF is committed to enhancing food availability while tackling micronutrient deficiencies and mitigating the intake of nutrients with potentially adverse health impacts. Our integrated approach involves both product innovation and reformulation, with attention to nutrient fortification.
148,000 Doors (+3%)
Direct points of sale
30%
Equivalent percentage of the total consumer food service establishments in the country
82
Number of CNPF export countries
Healthier Products
Building a portfolio of accessible better-for-you products by combining the convenience of shelf-stable goods with the health benefits from our protein- and nutrient-rich offerings
#HuntsMySuperfood Campaign
Seeking to grow one of our brands through Nutrition-Based Planning, CNPF launched our
#HuntsMySuperfood Campaign in 2024. This initiative seeks to bring awareness to more Filipinos about the health benefits of beans, especially regarding their health benefits.
CNPF drove the relevance of beans among young adults, a market that needed an easily accessible source of essential nutrients. Beans are highly nutritious, containing high amounts of protein compared to other food. They also contain Vitamins B1, B6, E, and K, making them pack plenty of benefits in one inexpensive, simple-to-eat, and healthy package.
It’s this combination of nutrients that proudly makes us promote Hunt as a superfood: a healthy inclusion to the staple Filipino diet, helping our consumers get access to a variety of nutrients that few foods in the market can provide.
As a result of this campaign, Hunt’s saw an uptick improvement of growth across multiple market segments and retailers. The campaign also saw active engagement from our audience, and CNPF anticipates steady continuous improvement in demand for our Beans products in 2025.
Sodium Reduction
Reducing the salt content of our products without compromising on taste
Nutrient fortification
We strive to offer products that support consumer health. Our recently expanded portfolio includes products fortified with nutrients targeted to address specific health concerns and nutritional gaps, such as protein, calcium, zinc, iron, and Omega 3 DHA. Fortifying our dairy offerings with calcium and vitamin D3 exemplifies our commitment to bone health, while our high-fiber options are tailored to support digestive wellness. Within the year we launched five new fortified products under our Ligo brand and enhanced the nutrient profile in five existing products, including Birch Tree Adult Boost, unMEAT, 555 Tuna, Choco Hero, and Hunt’s.
Increase accessibility of healthy and safe food
We are committed to increasing access to safe and nutritious food, so that Filipino households can obtain the essentials for a healthy diet. CNPF’s initiatives in this domain are multifaceted, aiming to provide both direct food assistance and employment assistance to bolster food security.
Century Tuna Superbods
In 2024, Century Tuna continued its tradition of promoting health and fitness through the highly anticipated Century Tuna Superbods competition. Under the theme “#BestYouEver,” the event celebrated individuals who exemplified physical transformation, personal growth, and a commitment to healthy living. This year’s competition once again highlighted inspiring stories of resilience and positive change, reinforcing the brand’s belief that everyone has the potential to be the best version of themselves.
Launched in 2006, the Century Tuna Superbods competition has evolved into one of the most recognized health and fitness platforms in the Philippines. More than just a search for physically fit individuals, Superbods has become a nationwide movement advocating for active lifestyles, balanced nutrition, and mental well-being. Over the years, it has provided a stage for everyday Filipinos and public personalities alike to share their personal fitness journeys, empowering a broader community to embrace a healthier way of life. Through Superbods, Century Tuna continues to champion wellness as a sustainable and inclusive goal for all.
Birch Tree Advance
In 2024, Birch Tree Advance reaffirmed its commitment to enhancing the well-being of seniors through targeted nutritional support. Understanding the unique health challenges faced by individuals aged 60 and above, the brand emphasized the importance of proper nutrition in maintaining an active and fulfilling lifestyle. Birch Tree Advance, an affordable adult nutritional supplement drink, is enriched with essential nutrients such as protein, calcium, and vitamins D, A, C, and B12—key components for supporting muscle function, bone health, and immune strength. By providing these essential nutrients, the brand helps seniors address age-related concerns like muscle loss and weakened immunity, enabling them to continue living life to the fullest.
Beyond nutrition, Birch Tree Advance further promoted active aging by launching the Birch Tree Advance Fitness Dance Cup, a Zumba-inspired competition designed to get seniors moving while having fun. Participants from across the country showcased their energy and passion for dance, all while competing for a grand prize of PHP100,000. This joyful event not only reinforced the importance of regular physical activity but also celebrated community, vitality, and self-confidence in later life. Alongside this, the brand introduced a Loyalty Card program offering exclusive perks and discounts at partner retailers, strengthening its connection with consumers.
Together, these efforts reflect Birch Tree Advance’s holistic approach to supporting seniors—through proper nutrition, engaging activities, and meaningful incentives that empower them to thrive in their golden years.
Increase consumption of healthy diet
In 2024, apart from targeted nutrition education campaigns that increased public knowledge and facilitated healthier choices, we introduced products that used Inspire Labelling. This program supports our consumers in discerning the health benefits of our products at a glance.
Improve healthy supportive environment
Fostering a healthy supportive environment is critical to our holistic approach to nutrition. Our work in this area includes initiatives aimed at creating an ecosystem that supports healthy lifestyle choices and addresses specific nutritional needs, particularly for the vulnerable segments of our population, such as the elderly.
A major achievement in 2023 was the Birch Tree Advance Barangay Caravan, which traveled to various points in the Philippines. The caravan played a significant role in promoting a healthy lifestyle among the elderly, demonstrating our commitment to not just providing nutrition, but also fostering an environment where healthy choices are encouraged and supported.
Food quality and safety
Having internal control systems in place at every stage of our operations to meet our safety and quality standards:
