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.
~152, 000 doors (+3%)
Direct points of sale
31%
Equivalent percentage of the total consumer food service establishments in the country
86
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
Making Healthy Trend Through #ProteinFit With Park Seo-Joon
The 2025 Protein Fit campaign featuring Park Seo-Joon reflects CNPF’s push toward making nutrition more integrated into the lives of our consumers. It combined fitness, nutrition, and pop culture appeal to promote healthier, high-protein diets. More importantly, it underscored CNPF’s role in encouraging Filipinos to make better food choices and lead healthier lifestyles every day.
This campaign emphasized how Century Tuna can help consumers stay “Protein Fit,” highlighting convenience and high protein content (around 29 g per serving) to support strength and active lifestyles.
By tapping Park Seo-Joon, a globally recognized Korean actor, we leveraged his global reach and influence to connect with younger audiences and K-culture fans, making healthy eating more aspirational and mainstream.
To deepen engagement, Century Tuna also rolled out experiential efforts like a fanmeet with Park Seo-Joon attended by more than eight thousand fans, the #ProteinFit food truck, offering K-inspired dishes, and on-ground engagement to bring the campaign to life.
This campaign promoted a simple yet effective message: that staying fit doesn’t require complicated diets. Simple meals can be upgraded into protein-rich options using tuna, reinforcing everyday practicality—positioning Century Tuna as an easy, modern solution for maintaining a protein-rich, fitness-oriented diet.
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.
Making Healthy Trend Through #ProteinFit With Park Seo-Joon
The 2025 Protein Fit campaign featuring Park Seo-Joon reflects CNPF’s push toward making nutrition more integrated into the lives of our consumers. It combined fitness, nutrition, and pop culture appeal to promote healthier, high-protein diets. More importantly, it underscored CNPF’s role in encouraging Filipinos to make better food choices and lead healthier lifestyles every day.
This campaign emphasized how Century Tuna can help consumers stay “Protein Fit,” highlighting convenience and high protein content (around 29 g per serving) to support strength and active lifestyles.
By tapping Park Seo-Joon, a globally recognized Korean actor, we leveraged his global reach and influence to connect with younger audiences and K-culture fans, making healthy eating more aspirational and mainstream.
To deepen engagement, Century Tuna also rolled out experiential efforts like a fanmeet with Park Seo-Joon attended by more than eight thousand fans, the #ProteinFit food truck, offering K-inspired dishes, and on-ground engagement to bring the campaign to life.
This campaign promoted a simple yet effective message: that staying fit doesn’t require complicated diets. Simple meals can be upgraded into protein-rich options using tuna, reinforcing everyday practicality—positioning Century Tuna as an easy, modern solution for maintaining a protein-rich, fitness-oriented diet.
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 Nutrition Mission 2025
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In 2025, Birch Tree launched a nationwide campaign with a target to deliver at least one million servings of fortified milk to communities across the Philippines during and beyond Nutrition Month. As part of CNPF’s mission to improve access to affordable nutrition in the Philippines, this campaign aimed to address nutrient deficiencies by promoting fortified dairy products, which contain essential micronutrients.
With Birch Tree’s core message of “Tripleng Lakas” nutritional benefits (supporting brain development, bone health, and immunity), the campaign was motivated by findings that many Filipino households struggle to include milk in their diets. More importantly, it directly supports the basic right to health and nutrition by promoting accessible and affordable milk consumption among Filipino families.
Key highlights include:
- Milk distribution programs in communities, schools, and barangays
- Roadshows and educational activities promoting nutrition habits
- Free product sampling and feeding programs to encourage regular milk consumption
Through educational events and community engagement, the campaign encouraged families to integrate daily milk consumption into their diets as a simple way to improve nutritional intake.
As a result of this grassroots, community-based campaign, we were able to deliver around 3 million servings of milk—tripling our initial target of 1 million servings after only five months.
Birch Tree’s affordability and widespread distribution highlight the continuing challenge of nutritional inequality in the Philippines, but it also provides CNPF with the opportunity to demonstrate how private food companies can help close the gap in reaching public health goals, supplementing government efforts to reduce malnutrition through product fortification, food assistance, and ensuring these are within Filipinos’ reach.
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.
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:
We encourage and monitor consumer feedback around food quality and safety which serves as inputs for product and process improvements. These are referred to the relevant department and promptly resolved through corrective measures and improvements.
We also have a Traceability and Recall Program in place to further ensure product safety.
