Sardines
555
555 is a mass-market sardines and canned-protein brand from Century Pacific Food, positioned since the 1980s on 'Sarap at Sulit' (taste and value) for budget-conscious Filipino households.
At a glance
| Country | Philippines |
|---|---|
| Region | Pasig City |
| City | Pasig City |
| Founded | 1984 Parent Century Canning Corporation (predecessor of Century Pacific Food) was established in 1978 for canned/processed fish distribution generally (tuna, sardines, milkfish), per Wikipedia and company sources. Century Pacific's own sardines-business page dates its dedicated canned-sardines operations — which produced the 555 brand — to 1984, in response to a domestic sardine shortage; the exact date the 555 name itself launched within that period is not stated. |
| Company | Division of Century Pacific Food Inc., the Philippines' largest branded foods company |
| Owner | Century Pacific Food Inc., headquartered in Pasig City |
| Price | $ |
Notable facts
- Century Pacific Food traces its dedicated canned-sardines operations, including the 555 brand, to 1984, launched in response to a domestic canned-sardine shortage; parent Century Canning Corporation was itself founded in 1978 already distributing canned tuna, sardines and milkfish.
- Positioned explicitly on 'Sarap and Sulit' (taste and value), targeting budget-conscious Filipino households — the brand's affordability positioning is stated directly on Century Pacific's own brand page.
- 555 Fried Sardines is marketed by the company as the '#1 Fried Sardines in the Philippines.'
- Beyond sardines, the 555 name also spans tuna, mackerel, squid, corned beef, meat loaf and beef loaf under the same parent company.
- Parent Century Pacific Food Inc. is headquartered in Pasig City, Metro Manila, and is publicly listed on the Philippine Stock Exchange (PSE: CNPF).
Origin
555 belongs to Century Pacific Food, the company Ricardo S. Po Sr. founded in 1978 as Century Canning Corporation, initially distributing canned tuna, sardines and milkfish. The company's own account of its sardines business dates dedicated canned-sardine manufacturing — the operation that produced the 555 brand — to 1984, launched to help fill a domestic shortage of canned sardines at the time.
From the outset, 555 was built as a value play: the brand's own tagline, "Sarap at Sulit" (delicious and worth it), signals a deliberate pitch to budget-conscious Filipino households rather than a premium positioning. That value focus extended into product innovation, most visibly with 555 Fried Sardines, which the company markets as the top-selling fried sardines product in the country.
Today 555 sits inside one of the Philippines' largest branded food companies, headquartered in Pasig City and listed on the Philippine Stock Exchange as CNPF, with a portfolio that has grown from sardines into tuna, mackerel, squid and canned meats under the same name.
Products
Sardines in Tomato Sauce
Core flagship sardines line, promoted for calcium, protein, lycopene, iodine and vitamin D content.
Where to buySardines in Natural Oil
Oil-packed alternative to the tomato-sauce line.
Where to buyFried Sardines Hot Spicy
Marketed by the company as the #1 fried sardines brand in the Philippines.
Where to buyFried Sardines Escabeche
Sweet-and-sour escabeche-flavored fried sardines.
Where to buySquid
Non-sardine seafood extension of the brand.
Where to buy