In the decade since its launch, Universal Robina Corporation’s flagship dog food brand, TopBreed Dog Meal, has emerged as one of the world’s top pet and animal industry brands. Chief among TopBreed’s major distinctions is being recognized as the Brand of the Year in the Dog - Dry Food/Kibble category (National Tier) by the World Branding Forum a remarkable four times in row.
Its most recent win came at the 2023-2024 Animalis Edition of the World Branding Awards, exemplifying TopBreed’s continued excellence and innovation in pet nutrition. The biennial event showcases the top 100 brands from the pet and animal industry, nominated by over 150,000 consumers from five continents. Richard Rowles, Global Chairman of the London-based World Branding Forum, shared, “As consumer votes constitute 70 percent of the final score, winners of the awards must have strong brand recall, top-of-mind awareness, and trust among their consumers. Those brands truly resonate with the public.”
In reaction to the brand’s fourth consecutive victory, URC Chairman Lance Y. Gokongwei said that recognition from global award-giving bodies testifies to Top Breed’s “quality, expertise, and unparalleled customer service.” He added, “Our high-quality pet food is consistent with URC’s purpose as a company, which is to delight everyone with good food choices, including our furbabies.”
Launched in 2014 by Robina Agri Partners, the agro-industrial arm of URC, TopBreed has become synonymous with quality and reliability in the pet food sector. Leveraging URC's extensive experience in feed manufacturing since the 1950s, TopBreed was developed to provide optimal nutrition for dogs of all ages.
Dr. Nielsen Donato, a renowned veterinarian and animal care expert, played a crucial role in the formulation of TopBreed, ensuring that it meets globally recognized standards of pet nutrition and wellness. With his expertise and firsthand experience with the brand, Dr. Donato has become a passionate advocate for TopBreed, and now serves as its brand ambassador in the Philippines. “At the start, it was quite a challenge to break the notion that when it's a local brand it's inferior, but I think we have surpassed this and have proven the quality of this product,” shares Dr. Donato.
TopBreed's carefully crafted formulations are based on guidelines set by the Association of American Feed Control Officials and the European Pet Food Industry Federation. Designed to meet the specific needs of companion dogs, TopBreed contains essential nutrients such as Omega 3 and 6 for healthy heart, skin, and coat; calcium for healthy bones and teeth; Vitamin E and Organic Selenium for a strong immune system. In addition, its variant for puppies contains DHA for normal brain development. Dr. Donato attests, “I have different breeds and sizes of dogs. I feed them TopBreed and I see the very good effects on them.”
Available nationwide, TopBreed is the trusted choice of Filipino pet lovers. As the Philippine pet food industry continues to grow, TopBreed remains dedicated to providing superior products and services, ensuring the health and happiness of our furry companions everywhere.
For more information on URC and its portfolio of products, visit urc.com.ph
