The expression “fine, fine, Filipino” It has been in the Spanish collective imagination for decades to refer, in a colloquial and humorous way, to something that is very well done, finished or perfect. “Filipino” thus functions as an intensifier that amplifies the meaning of “fine”, being used as a play on words.

Now, the historic phrase has inspired the name of the Filipinos brand’s latest launch: a new range of thinner, crispier cookies. Under the official name of Fino Fino Filipinos, the proposal elevates the experience of the ring-shaped cookies that have made the brand famous, with a new formula with a lighter texture, chocolate coverage and a puffed cereal topping that reinforces the characteristic crunch.

This launch comes after the success of collaborations such as the limited edition with Dinosaurus, and is part of the innovation strategy of Adam Foods, a group to which Filipinos belongs. With this action, the company seeks to consolidate its leadership in the cookie market by betting on language as a cultural territory: it rescues a foreign expression, makes it its own and transforms it into a brand gesture with symbolic and commercial value.

With a presence in more than 75 countries and more than 1,400 employees, Adam Foods operates in key categories such as cookies (Cuétara, Artiach), pastries (Phoskitos), honey (Granja San Francisco), pâtés (La Piara) or broths (Aneto), among others. The launch of Fino Fino Filipinos not only expands the brand’s portfolio, but also introduces a cultural nod that connects with generations that have used the expression to praise what is truly good.