MANILA, PHILIPPINES, 30 JULY 2025 – Glico, a leading food manufacturer known for its iconic brand, Pocky, has announced the renewal of its strategic partnership with SM Cinema, signifying the second year of collaboration between one of the world’s most loved confectionery brands and the Philippines’ leading cinema chain.
Under the renewed agreement, Pocky will continue to be the exclusive biscuit brand sold at SM Cinema Snack Bars across the country. This reinforces Glico’s commitment to creating delightful and healthy snacking experiences that enhance every moviegoing moment. In an age of silent scrolling, Glico sees the cinema as one of the last shared spaces where families and friends truly connect — and what better way to savour that moment than with a snack that bridges generations.
Since the start of the partnership in 2024, Pocky has become a familiar favourite for cinema audiences. With this renewed commitment, Glico will maintain its strong presence across 78 SM Cinemas and 180 over-the-counter Snack Bars, supported by counter-top displays, menu board features, and on-ground sampling activations.
“We are excited to continue our collaboration with SM Cinema, a valued partner that shares our commitment to creating joyful experiences. Pocky has always been about bringing people together through simple moments of happiness, and the cinema is the perfect place to create more of those shared memories. With SM Cinema’s extensive reach and industry leadership, we are confident that this partnership will help us grow and connect with Filipino consumers in spaces where joy and togetherness thrive, which aligns with our company purpose “Healthier Days, Wellbeing for Life”,” said Gerald Mendoza, Country Head, Glico Philippines.
The partnership also supports the rollout of the elevated premium Pocky Crushed series, now available in select SM Cinema Snack Bars, featuring indulgent variants like Crushed Nuts Chocolate, with double-dipped milk chocolate and real crushed almonds, and Crushed Fruits Blueberry Yogurt, coated in creamy blueberry yogurt made with real imported blueberries and cookie bits wrapped around a wholesome whole wheat biscuit stick. Each variant delivers a multi-sensory snacking moment designed to complement the cinematic experience.
Francis Bonnevie, Vice President, Partnership & Venue Management, SM Cinema, shared, “We extend our heartfelt thanks to Glico for their wonderful partnership with our SM Cinemas. Their support has added a delightful touch to our movie-going experience, and we’re proud to collaborate with a brand that brings joy to so many. Glico’s iconic Pocky sticks continue to be a favourite snack—fun, flavourful, healthy and perfect for the family to share! We look forward to more exciting movie moments with Glico!”
SM Cinema holds a 60 per cent market share nationwide and attracts approximately 30 million moviegoers annually. With this collaboration, Glico is poised to further its growth and continue to build brand visibility and affinity among Filipino consumers across the country.
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