Its brand name, in bold dark blue letters prominently printed on a white background and wrapped in its trademark bright red foil pack with a picture of delicious corn chips in front, has been omnipresent in Filipino supermarkets, groceries, sari-sari (corner neighborhood) stores, school cafeterias, and Filipino kids' snack boxes for years. Its rectangular-shaped barbecue corn chips are immediately recognizable to every Filipino child. It is so widely popular among Filipinos that it is probably safe to claim that every Filipino child over the age of 3 has had a taste of this snack. Given its special place in Filipino snack culture, let this entry serve as my small and yet dear tribute to arguably, one of the greatest and most popular snack foods to ever come out of the Philippines, Chippy.
A very close friend laughed when I told her that I planned to do a "tribute blog" in honor of this product. It could indeed be quite laughable to honor a product so ubiquitous that it is so easy for everyone to take it for granted. It may even be hard for today's kids to either believe or imagine that the Chippy brand has been around for at least 40 years.
The product was introduced to the Filipino public in the mid-Sixties to very little fanfare, if at all. However, at the time, nobody could have had the faintest idea, probably not even the folks at Universal Robina Corporation (URC, Chippy's manufacturer), of the level of popularity and longevity that the Chippy brand would one day achieve.
As a product, its formulation was nothing short of genius. The blend of the sweet and the salty led to a taste that was so original and that clicked with the Filipino consumer. The taste is so delicious and so appetizing that one almost always ends up devouring the entire pack after that tentative first bite. Taste is so good and could be quite addicting that it is quite common to hear people "complain" that they never really meant to gobble up the entire pack, that all they wanted was a bite or two.Yeah right.
The snack's taste also goes so well with soft drinks that it has become part of the regular "merienda" (afternoon snack) fare for many of our countrymen. Not a few times have I also seen it be feasted on as "pulutan" (finger food) by beer drinkers who were on a tight drinking budget.
Chippy could also be considered a model of successful, grass-roots marketing. By making the product very affordable and available through the country's small neighborhood stores and grocery stores, URC made sure that it would reach its target market.
Depending on one's views, Chippy's list of ingredients could be viewed either as a Chemistry major's sweetest dream or as a cancer/heart specialist's worst nightmare.
Its main ingredients are corn, vegetable oil (which may contain palm, corn, or coconut oil), barbecue flavor (made up of salt, monosodium glutamate (MSG), flavor, tomato powder, yeast extracts, hydrolyzed vegetable protein (from soybean), tricalcium phosphate (as an anti-caking agent), iodized salt, MSG, onion powder, garlic powder, pepper, and antioxidant.
(Author's note: MSG's impact and influence on the flavor must be such that the esteemed people behind this great product deemed it appropriate to show MSG twice on its list of ingredients. These ingredients could also probably explain why consuming a pack or two of Chippy could lead to episodes of coughing or dry throat.)
According to its Nutrition Facts, a serving size of 30 grams yields 170 calories, 35% saturated fat, 8% sodium, 0% cholesterol, 5% of total carbohydrates, and 4% dietary fiber. It should be noted that the Chippy pack above that is regularly sold in stores weighs about 115 grams. Thus, each pack is equivalent to about four servings. Sounds healthy, doesn't it? :D
However, back to a more serious note, it is to be lamented that URC's management has not given due public recognition and honor to the people who were behind the development and marketing of this product. For it truly is remarkable for a product to remain firmly entrenched in the Filipino popular culture and consciousness for four decades. A third generation of Filipino kids are now being introduced to the guilty pleasures of this snack.
Only a few other Filipino products could match Chippy's longevity and popularity. Choc-Nut, Ricoa Flat Tops (from Commonwealth Foods), White Rabbit, and Storck are the other brands that quickly come to mind. These products are so popular that it would be very difficult to find a single Filipino store that does not have any one of them on its shelves. It is way overdue for the people behind these products be given the honor they truly deserve.