Rebisco marks its 55th anniversary by going artistic with its cookie tin packaging

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ROEL OBEMIO’s design for one of the four special edition Rebisco tins marking the company’s 55th anniversary.

JUST ABOUT every Filipino is introduced to Rebisco products at a young age — from finding the snacks in their school lunch bag to receiving a can of assorted biscuits from relatives during special occasions. This year, the company marks its 55th year with the launch of special edition designer biscuit tins.

In 1963, Republic Biscuit Corp. (Rebisco) began in a neighborhood bakeshop in old San Juan as the England Biscuit Factory. It came with brands such as Crema (cream biscuits) and Sodatine (plain soda crackers). It was in 1972, after it moved to a bigger factory in Quezon city, that it became to be known as Rebisco.

“Every Pinoy family has a story to tell and through the years, we make these stories come to life through our products. Rebisco’s Special Edition Designer Cans support local not only through taste, but through art,” Lulu dela Peña, marketing communications head of Rebisco, said in a press release. “We at Rebisco believe that life is a constant journey of growing and refining who we are. Thus, we find a new twist to an old product to rekindle interest for it while continuing our tradition to let the tin can serve as an art canvas that tells the stories and values of Filipino families.”

These cans have a life in a household long after the cookies have been consumed. “Sometimes, even when the contents [of the can] are finished, we see it in the household [used] as rice containers and flower pots. It has taken an important part in our life,” Ms. Dela Peña told BusinessWorld at last week’s launch in Wack Wack Golf and Country Club.




The food company collaborated with four artists — Migs Villanueva, Aris Bagtas, Roel Obemio, and Joseph Bañez — for the designs of the special edition cans.

All the artworks depict family-themed images. Villanueva’s artwork depicts togetherness through a family storytelling session; Bagtas’ work focuses on a family get together); Obemio’s signature chubby characters are engaged in outdoor activities; and Bañez’s work features Filipino games.

“We put so much value on family. We put the consumers right in the center of what we do,” Ms. Dela Peña said.

The special edition cans contain an assortment of nine Rebisco cookies, crackers, and wafers including the Rebisco lemon sandwich, Rebisco crackers, Choco Mucho cookies, and Hansel crackers.

The Rebisco special edition designer cans are available nationwide at Robinsons, Puregold, Waltermart, Rustan’s, and Shopwise supermarkets for P175. They will be available for order online at www.honestbee.ph starting Nov. 15. — Michelle Anne P. Soliman