Fila Manila is the First Filipino Food Product Offered at Target
Remember the stimulus check that the U.S. government had sent out to Americans back in 2020? That extra cash was crucial, the way the pandemic devastated everyone’s livelihoods. For Jake Deleon, founder of Filipino condiments and sauces brand, Fila Manila, he saw that stimulus as an opportunity to fill the void in Filipino food products within mass-market retail stores.
Using that $1,200 stimulus payment, Deleon started Fila Manila, and soon became a pioneering and award-winning brand, one that’s set on representing Filipino food and culture on a wider scale.
This month, which also happens to be Filipino American History Month, Fila Manila became the first Filipino food product to be sold at Target. It’s a huge win for the culture, as the move ensures more consumers will be exposed to Filipino flavors.
Fila Manila’s product line boasts award-winning Adobo, Spicy Adobo, Caldereta zesty tomato sauce, Kare Kare peanut sauce, Banana Ketchup, Ube Jam and Coconut Jam. The delicious roster has propelled Fila Manila to rack up NEXTY awards three years in a row, including Best New Condiment and Best New Pantry Food in 2022.
The prospect of more families trying their hand at kare-kare or adobo at home makes for an exciting future for Filipino food to reach mainstream appeal.
