THE MARKET
M. Y. San Biscuits, Inc. has a wide variety of products
that eater to all income levels and all age groups. There
is no absolute distinction in these marl<ets as practically
all socio-«c>nomic groups can afford, appreeiate, and
enjoy the various products ofM.Y. San.
M.Y. San product.s can be enjoyed by anyone, at
anytime.
M.Y. San's major brand, Sky Flakes crackers, caters
to all oges,scxes, and income levels. Sky flakes is widely
regarded as a food staple, in the same category as both
rice and potatoes.
ACHIEVEMENTS
For over65 years, M.Y. San Biscuits, Inc. has boen at the
forefront of the biscuit industry. Its products have been
known for their oven-baked freshness, affordable prices,
and quality. M.Y. San products include the popular Sky
Flakes, Fita, Graham Crackers, Soda Crackers, Sugar
Wafers, Marie, and Danish Style Buner Cookies, among
other popular favorites. Its flagship br.lnds are Sky Flakes
and Fita crackers. These are considered pioneer brands
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as far as Filipino crackers and biscuits are concerned.
Sky Flakes has boen enjoyed by generations of Filipinos
from all walks of life. h has become part of the Filipino
lifestyle. Research has shown that many Filipinos ha'·e
always regarded the Sky Flakes brand as the fim of its
kind.
Sky Flakes has maintained its position as the market
leader in the Philippines. Current objectives for the brand
include obtaining a significant foothold in the
intcmationol market for biscuits and crackers.
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HISTORY
In 1905, a young Chinese enb'Cpi'Cneur named Mar Yok
San arrived in the Philippines in search of new business
opportunities. Soon after, his two brothers joined - all
three driven by sheer determination and a desire to
succeed. Within a short period of time they established
the Escolla Icc Cream Parlor.
Within months of its opening, the Escolta lee Cream
Parlor enjoyed tremendous success, gaining a loyal
following from its customers. Later on, Mar Chew, who
had previously mastered the craft ofbaking in Honolulu,
Hawaii. added ano1her dimension to their ice cream
parlor's vast offerings. By 1920, the first ovens and
machinery for baking biscuiiS were installed at the
family's first factory in Calle Sales.
Fifteen years later, in 1935, Mar Chew p:~SSed away.
Following his death, the two remaining Mar brothers
relocated to Hong Kong. Not seeing her husoond's death
as a hindmnee. Chung Chi, Mar Chew's wife, established
a biscuit factory in San Juan, Rizal under the name M.Y.
San and Co .• Inc. During the same year. the name was
changed to what is now a household name: M.Y. San
Biscui1s, Inc.
The rest, as all Filipinos know, has become history.
The growth of the company over the next few years was
unprecedented. Although the outbreak of World War 11
and its aftermath foreed the company to virtually stop
operations. the undying dedication of the people behind
M.Y. San ncver ceased. Chung Chi tQ&ether with her
children and the company's employees rehabilitated the
company from the ruins. It was a hard but successful
u1>hill climb. The San Juan plant was moved to Cainta,
R i~l and company facilities were expanded further.
Over time, M. Y. San Biscuits gained popularity and
became a household name synonymous with quality.
Modem facilities were acquired to process first class raw
materials. while the mass production that followed.
enabled M.Y. San to distribute nationwide and reach out
to every Filipino.
M.Y. San'sproducts have been a part of most Filipino
lives ever since- a student~ heallhy snack in between
meals, a mother~ tasty baon for her children, a humble
man's allernative to rice, and a father's filling snack
during work.
Today, M.Y. San covers a wide range of products,
with brands that lit the varying preferences and lifestyles
ofthe Filipino: from the classic favorites Sky Flakes, Fita,
Lion's Soda Crackers, and Grall;lm Crackers, to the alltime favorites Marie, Buller Cookies. Mixed·Up Biscuits,
Happy Time Assortment, and many more.
To help bridge the distance with homesick Filipino
abroad. M.Y. San began exporting to Guam in the 1970's.
Since then, M.Y. San has also exported its products
to other continents as well. Today M.Y. San is available
throughout the Philippines and in some p>ns of the East
and West coasts of the United States, Europe, Canada,
the Middle East, Australia, and the Netherlands.
As M.Y. San celebrates its 65• Anniversary in honor
of Mar Yok San and his enterprising family, M.Y. San
Biscuits, Inc. salutes the hundreds of Filipinos behind
the success of the corporation . From its humble
beginnings., through the struggles- and to what is now an
established Filipino institution, cvery bit ofan M.Y. San
biscuit is indeed, a true pride of the Filipino.
THE PRODUCT
Also known as "The Classic Best-Seller" Sky Flakes
crackers is one of the flagship brands of M. Y. San
Biscuits, Inc. It is the number one best-selling cracker in
the Philippines. Sky Flakes crackers are both rich and
crispy and will accompany almost any snack or meaL
Sky Flakes has set the standards by which other
biscuit manufactured aspine to achieve. With a ooking
process that ensuresadegrecofqualitythat is at par with
world standards, the brand's itnage of market leadership
has grown over the years.
RECENT DEVELOPMENTS
In the year 2001, M.Y San Biscuits, Inc. has taken its
tradition of good taste and quality into the 21• Ccnrury
with its acquisition by another industry leader, Monde
Nissin Corporation - perhaps one of the biggest
alignments to transpire within the present loenl food
industry.
Now known as Monde M.Y. San Corporation, the
company is geared toward attaining higher production to
meet anever· increasing demand hinging on the popularity
of M.Y. Son's leading brands: Sky Flakes and Fita
crackers. The alignment brings upon the local biscuit
industry both companies' resources and expeni.se in
creating high-quality food products. The Monde M.Y. San
Corporation Sales Office may be reached at 717~ to
62.
Also, an established biscuit-maker in the Philippines,
Monde~ rnngeofproducts includes populnr brands such
as Tini Wini 13ite-Size Cookies, Eggnog Biscuits and
Nissin Wafers.
Due to the synergy formed by both companies. topof-the-line b3king equipment, as well as production
facilities and techniques that are unrivalled by
competitors. are utilized. Monde M.Y. San aims to raise
the baron its industry leadership by adhering to the same
time-honored principles of M.Y. San Biscuits, Inc.: To
offer the Fil ipino people product excellence by providing
high quality productS that are among the world's best.
As the p~rtnershipenhances the position of the new
company's role in the Philippine food industry, Sky
Flakes- still the Country's No. 1cracker bfllnd, moves to
a higher level. II continues to enjoy local and glob<ll
promotion, resulting in a gain of massive support and
acceptance from a massh•e and evcragrowing market in
the Philippines and abroad - auributes that a Supernrand
like Sky Flakes truly deserves.
time, sharing the taste of the Philippines' cracker ofehoi«
with the glob<! I comntunity.
In sync with the global approach, M. Y. San has also
launched its officin1 website (www.mysan c;om phl,
keeping the compnny as well as it's loyal and growing
consumer base in touch thru modern ways of
communication and feedback.
The website which showcases M.Y. San's line· up of
quality products, also offers the visitor a peek into the
company's history, a recipe page which is updated
quarterly according to the featured product, a children "s
page with trivia games where prizes can be won, and an
opportunity for\\ould·beentrepreneurs to distribute M. Y.
San's products within their area.
BRAND VALUES
Sky Flakes is ooked from the finest ingredients. 11 is
positioned as a staple food, similar to what rice is in the
East and potatoes are in the West.
II is widely accepted as a universal staple throughout
all hemispheres of the globe, where a premium is put on
Sky Flakes crackers being fnesh, crisp, and tasty.
PROMOTION
Sky Flakes' advertising and promotional activities are
implemented on a wide scale and in significant freq~ncy
nationwide and "orldwide. The brand engages in many
THINGS YOU DIDN'T KNOW ABOUT
SKY FLAKES
fonns of marketing communications thru various media.
The jingle "Biskwit ng Malabon" was populorized, and
has become well known throughout the country. The
slogan of the advertising campaigll in the Philippines was
"Ang Pambansang Biskwil" (The National Cracker)
which emphasized the brand's popularity, heritage, and
its long-time bond with Filipinos.
As M.Y. San Biscuits, Inc. continues to fulfill it's
commitment to the Filipinos by delivering the finest
quality products possible, Sky Flakes now makes it's marie
on the 21"Century with its recent advertising campaign
- ''One World. One Sky". With this, brand equity is taken
to a higher level, from local to global.
Auuned to its vision, Sky Flakes is positioned across
states and goes beyond borders, as it is now available not
only in the Philippines but also in manypansofthe world.
Allowing Filipino overseas workers and immigrants to
cope with homesickness - as they yearn to hove a taste
of home from thousandsofmilesaway - and at the same
• That a total of 80,000 kilos of Sky Flakes are
produced everyday.
• This figure Is equivalent to about 10,000,000
crackers a day. That is enough to feed the people
of Metro Manila with one cracker per person, each
day; or roughly, the entire population of the
Philippines (75 million) with a weeks production.
• A single day of production of Sky Flakes, when
placed end to end, is 4,000 times the height of the
Eiffel Tower in France.
• One week's production of Sky Flakes is enough to
cover the length of the Great Wall of China, three
and a half times over.
• A month's production of Sky Flakes is enough to
encircle the Earth when put end-to-end.
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