The kitchen was on fire figuratively, of course as Purefoods Luncheon Meat served up a feast of flavors during its highly anticipated Square Up Cook-off Challenge, held on June 3, 2025 at Whitespace Manila. A deliciously exciting event, the cook-off brought together passionate home cooks and food creators for a showdown to transform the beloved pantry staple into gourmet-level dishes.
Competing in this culinary clash were food creator Jujumao, Okay Na 'To cooking queen Grace Tanfelix, and dynamic couple Laureen and Miggy, each bringing their unique styles and flavors to the kitchen battleground. From creative twists to classic comfort food, the competition was fierce, flavorful, and full of heart.
Guiding and judging the cook-off were esteemed culinary experts: Chef Pam Obieta, known for her mastery in culinary arts and food science, and Chef Gene Gonzalez, founder of the prestigious Center for Asian Culinary Studies and a revered cookbook author. With refined palates and years of expertise, the judges sampled each dish with excitement and curiosity.
After an intense round of cooking, plating, and storytelling behind each creation, it was Jujumao who emerged as the ultimate Square Up Cook-off Champion. His winning dishes impressed the judges with its bold innovation, perfect execution, and creative use of Purefoods Luncheon Meat, turning the humble canned meat into a standout culinary experience.
The cook-off is part of Purefoods’ ongoing campaign to celebrate everyday creativity in the kitchen, proving that even the simplest ingredients can lead to extraordinary meals. Purefoods Luncheon Meat leveled up into a bold, square-shaped can that is easier to store, open, and enjoy, but with the save savory deliciousness we already know and love. It's the same classic taste, but with a bold new look.
The participants also used two new Purefoods Luncheon Meat variants during the cook-off.
The Purefoods Luncheon Meat Lite contains 30% less salt and 35% less fat. This is perfect for those looking to satisfy their luncheon meat cravings with less guilt.
The Purefoods Luncheon Meat Chicken is a good source of protein made with chicken breast. It brings a unique aroma and flavor, offering a light yet equally satisfying experience.
With the success of this year’s challenge, fans are already looking forward to creating mouthwatering dishes at their own kitchen and probably have a cook-off home edition with family and friends. And as for Jujumao — their victory is not just a win, but a tasty reminder that great cooking comes from passion, flair, and a square can of potential.