Filipino sardine brand reaches US mainstream market
Philstar Global
30 August 2026
MANILA, Philippines — Filipino food brand Mega Sardines will soon be more accessible in the United States with its products set to reach around 2,750 stores under Kroger and its affiliated supermarket chains.
The products are already available in stores across the US, with nationwide availability targeted by mid-September.
Calling it an "exciting time" for the brand, the expansion is seen as a major step in the Filipino brand's move to grow its international business to a wider global market.
Mega Prime Foods chief executive officer Michelle Chan said the US has been one of their key priorities, with the team working on its US expansion for nine months that includes investment and participation in major US food shows.
Mega Sardines will be available through Kroger and its affiliated banners, including Mariano’s, Fry’s, Dillons and Pick ’n Save.
According to the company, Mega is currently the only Filipino brand listed by Kroger.
The US market is considered particularly important because of its large Filipino-American population, as well as the potential to introduce the brand to mainstream American consumers.
The company has been working with international sales partner The Turnaround Artists (TTA) as it expands overseas.
Aside from the United States, the company has recently entered markets including Azerbaijan, Kenya and Jordan, with at least 10 other countries reportedly in its development pipeline.
“Our dream is not simply to become a successful Philippine sardine brand. Our dream is for a Filipino brand to become the number-one sardine brand in the world,” Marvin Tiu Lim said.
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