Bounty Fresh is investing about P800 million in a new food manufacturing facility in Tarlac as it accelerates its push into the fast-growing convenience food segment, betting that changing consumer habits will drive demand for ready-to-cook and ready-to-eat products.
Speaking on the sidelines of the company’s 40th anniversary celebration on June 25, Edwin Chen, president of Bounty Fresh’s Branded and Value-Added Group, said the new plant in Concepcion, Tarlac will enable the company to significantly expand production of processed chicken products and support nationwide distribution.
“The trend is very clear. Consumers, especially younger families, no longer want the hassle of buying a whole chicken and preparing it from scratch. They want convenient food that is already cooked and frozen and can be prepared in minutes,” Chen said.
The facility, to be built beside Bounty Fresh’s existing dressing plant, is scheduled to begin construction this year. Equipment installation is targeted by late 2027, with commercial operations expected in 2028.
The investment reflects a broader shift in the food industry, where convenience, affordability, and time-saving products are increasingly shaping consumer purchasing decisions. Bounty Fresh expects the new plant to more than quadruple the capacity of its value-added food business, which currently serves mainly Metro Manila.
To widen its market reach, the company is also launching Pipoy, a new budget-friendly brand that will initially offer chicken nuggets and burger patties aimed at value-conscious households. The move complements existing brands such as Bounty Fresh Chicken Nuggets and the Tori product line.
Despite softer consumer spending and uncertainty stemming from tensions in the Middle East, Bounty Fresh remains optimistic about growth prospects.
Chief Executive Officer Kenneth Cheng said the company has adjusted production plans to align with market conditions but continues to expect higher output than in 2025.
“As a whole, compared to 2025, it’s still growth. It’s still positive. We just need to right-size,” Cheng said.
Cheng also ruled out any immediate plans for an initial public offering, saying the company has sufficient resources to pursue its expansion strategy.
Instead, Bounty Fresh is focused on steady, sustainable growth as it positions itself to capture a larger share of the country’s expanding convenience food market.
