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|Launched in 2020, Fila Manila offers an award-winning line of authentic Filipino sauces, spreads, and condiments to – finally – add representation to the 2nd largest Asian American community. The company’s products are inspired by founder Jake Deleon’s favorite dishes growing up as a 1st generation Filipino American immigrant.
Fila Manila is the brainchild of first-generation Filipino-American immigrant and entrepreneur Jake Deleon. Jake’s journey as a food entrepreneur started as a child helping his family make and sell Filipino delicacies to family and friends to earn extra money for their household. After graduating from college, Jake went on to work at some of the biggest consumer product companies in the world, including Procter & Gamble and the Starbucks Corporation.
During the COVID-19 quarantine in 2020, Jake began researching the Filipino diaspora in the U.S. He found that although Filipinos are the second-largest Asian ethnic group in the country, and Filipino food is the fastest-growing Asian cuisine in the consumer packaged goods market with 287 percent growth, Filipino food was missing from mass retail grocery store shelves.
Armed with a $1,200 stimulus check, a few beloved family recipes, immigrant grit, and years of expertise in the food business, Jake went to work in the test kitchen.
Their flagship three-product sauce line included Kare Kare peanut sauce, Caldereta zesty tomato sauce, and Adobo sauce and marinade. More recently, Jake has expanded the lineup to include coconut-based spreads including Ube Purple Yam Jam and Coconut Jam, as well as iconic Filipino condiments including Banana Ketchup.
Within a few months, Fila Manila became the best-selling Filipino sauce brand in the U.S. with almost 80 percent market share. They’ve been winning awards ever since including two back-to-back New Hope Network NEXTY Awards: Best New Condiment in 2021 and Best New Pantry Food in 2022; and one KeHE “On Trend” Award. Their products have been featured in Bon Appétit, Food Network online, Forbes and more.
Fila Manila is now distributed online and nationwide via retailers like Whole Foods Market, Amazon, and Sprouts Farmers Market.
In the News
"Emboldened Asian Founders Are Winning Over Grocery Shoppers, But The Prolonged Battle To Squeeze Out Of The Ethnic Aisle Marches On"
I Eat This Peanut-y Kare-Kare Sauce With Every Meal
|"8 Asian American entrepreneurs share how their immigrant and first-generation backgrounds shaped their businesses and leadership styles"
|"29 Asian-Owned Food And Drink Brands That Your Stomach Will Thank You For"
|"Entrepreneurial innovations in condiments, sauces and spreads"
|"Fila Manila taps into 'pent-up demand' for next generation of Filipino-American flavors"
Awards & Recognition
Best New Condiment
|Best New Pantry Staple
Best New Condiment, Spread, Topper