For decades, consumer brand expansion between the United States and the Philippines moved in a single direction. Today, that narrative is shifting as Filipino companies prove they can compete and win in international markets. Joining pioneers like Jollibee, Mega Sardines is marking a historic milestone: a nationwide U.S. rollout across approximately 2,750 stores under Kroger and its affiliated banners—including Mariano’s, Fry’s, Dillons, and Pick ’n Save. Mega is currently the first and only Filipino brand listed in Kroger, the second-largest grocery retailer in North America.
Capitalizing on the U.S. “Sardine Fasting” Trend
A core driver of Mega’s U.S. strategy involves stepping outside traditional ethnic-food aisles to target mainstream, health-conscious American consumers. The brand is capitalizing on the viral wellness trend of “sardine fasting”—a multi-day metabolic reset where individuals eat only sardines to lower insulin levels, eliminate carbohydrate intake, and accelerate body-fat burning.
Rather than relying on standard retail formats, Mega Prime Foods CEO Michelle Chan and Head of Growth Marvin Tiu Lim collaborated with international marketing partner James Michael “Jim” Lafferty of The Turnaround Artists (TTA) to develop a product specifically tailored to this phenomenon.
Lafferty highlighted how this product innovation directly positions Mega to win in the U.S. market:
“This is a great innovation from Mega… Everybody in the US is talking about ‘sardine fasting’—a three-day, four-day, five-day sardine fast… Sardines have no carbohydrates, 100% protein, and healthy omega-3. What Mega did is introduce a four-day sardine fast plan with all the instructions on the back of how to do it. You buy this whole pack at a discounted price, and you get a four-day instant fasting pack. That is amazing. No other company in the United States is doing anything like this… This is innovation. This is going to be big in the US, and it’s taking advantage of a big trend.”
Building a True Global Platform
The Kroger partnership serves as an anchor for Mega’s broader global ambitions. Beyond North America, Mega Prime Foods has recently expanded into Azerbaijan, Kenya, and Jordan, with at least 10 additional countries in its development pipeline.
Marvin Tiu Lim emphasizes that the company’s objective extends beyond exporting goods from the Philippines. Mega aims to construct an international platform through strategic acquisitions, joint ventures, new brand development, and direct access to global supply chains and fishing grounds.
Filipino Pride on the World Stage
Founded 51 years ago by Chairman William Tiu Lim and his wife as a humble fishing operation, Mega now sets its sights on becoming the world’s leading sardine brand.
The family draws inspiration from young Filipina tennis star Alex Eala, viewing her athletic success as a model for Filipino corporate ambition on the global stage.
“Alex Eala is showing the world what Filipino talent can accomplish through belief, discipline, focus, and humility,” says Marvin Tiu Lim. “We want Mega to carry that same Filipino spirit into global business. 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.”