From poor man’s supper to global superfood
In 2025, Mega Sardines, a household name in canned fish, earned a rare distinction: the “superfood” badge from the US-based Medical Wellness Association (MWA), a global body of medical and wellness experts.
Produced by 50-year-old Mega Prime Foods Inc., Mega Sardines remains the only brand in the world to receive the recognition, which followed a rigorous seven-month evaluation process covering nutritional quality and food safety.
This badge has helped reposition the product, traditionally seen in the Philippines as a cheap, last-resort option, as a health-forward food. MWA highlighted sardines as an “optimal” choice to improve wellness through nutrition.
“Sardines represent one of the stronger options to combat metabolic disease,” says MWA board member James Lafferty. “It is impossible, in my view, to find a better food to combat metabolic crisis than sardines.”
“Given the consistent worsening of wellness metrics across most of the developed world, it is clear the wellness community needs to course-correct its recommendations to the public,” adds Dr. Christopher Breuleux, president of MWA.
Mega Sardines’ health credentials lie in its 100-percent protein content, omega-3 fats, zero carbohydrates and its rapid 12-hour catch-to-can process. It also counters perceptions of canned foods as unhealthy by avoiding chemical preservatives.
These strengths have helped Mega Prime grow into the world’s largest canned sardine manufacturer, producing up to 3 million cans per day.
Golden jubilee
This year, the company is raising its stakes. As it celebrates its golden anniversary, Mega Prime is investing P5 million to participate in GulFood in Dubai, one of the world’s largest food shows, where it will mark the “Year of the Sardine” declared by MWA.
“We want to share to the world that Sardines is really a health food,” says Michelle Tiu-Lim Chan, CEO of Mega Prime. “We should leverage this event to help drive the health message. This is the responsible action to take.”
Since receiving the superfood badge, Mega Sardines has expanded its international footprint, exporting to 45 countries, up from 35.
While the company works to shift public perception of sardines from a “poor man’s food” to a modern, health-conscious option, it also promises to keep prices affordable. Mega Prime has held prices steady since 2023 despite rising inflation.
Chan notes that the company’s harvesting method is also sustainable, with Mega complying with the three-month closed fishing season, a government measure aimed at replenishing fish stocks while securing the country’s long-term food security.
As Mega Sardines celebrates its dedicated year, the company is proving that even a humble tin of fish can be a global superfood.
