Ahead of October’s Filipino American History Month, Fila Manila Announces Expansion into Targets as First Filipino Food Product on Shelves

Top Quote Filipino sauce brand reaches 80 percent market share in less than a year of wide launch. End Quote
  • Philadelphia, PA-NJ (1888PressRelease) September 21, 2022 - Coinciding with the 25th anniversary of Filipino American History Month in October, Fila Manila, pioneer and market leader in Filipino sauces & condiments, has announced its launch into Target. Fila Manila will be the first Filipino food product that Target has ever widely offered in their stores. Target stores across the Midwest and Northeast will sell Fila Manila’s signature 12-oz. Filipino Adobo sauce and marinade (winner of the NEXTY Award for Best New Condiment 2021,) and its tangy Kare Kare peanut sauce, hailed by Bon Appétit as “best they’ve ever tried.”

    “Despite the fact that Filipino Americans are the second-largest Asian-American community in the U.S., there were nearly zero Filipino products on mass retailers shelves when I founded Fila Manila in 2020,” said Fila Manila Founder and first-generation Filipino-American immigrant Jake Deleon. “Making household favorite Filipino sauces available for millions of people across the U.S. - just in time for Filipino American History Month - has long been needed.”

    Fila Manila was founded in April 2020. Armed with a $1,200 stimulus check, a few beloved family recipes, and years of expertise in the food business, Jake went to work and eventually introduced his flagship three-product sauce line including the Kare Kare, Caldereta zesty tomato sauce, and Adobo sauce and marinade.

    Since its initial founding almost two years ago, Fila Manila has become the best-selling Filipino sauce brand in the U.S. with almost 80 percent market share. They have already won 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.

    In July, the company announced its foray into modern twists on the classic Filipino jams: Coconut Jam and Ube Purple Yam Jam, made with real Philippine yams. In August, Fila Manila announced its launch into all Sprouts Farmers Markets locations nationwide.

    Filipino American History Month commemorates the arrival of the first Filipinos in modern-day Morro Bay, California in the U.S. on October 18, 1587. In 2009, Congress recognized the month of October officially as Filipino American History Month in the U.S. To celebrate Filipino American History Month, Fila Manila will be offering free shipping on all products purchased through their website October 1-31.


    High-resolution imagery available.

    About Fila Manila
    Founded by first-generation Filipino-American immigrant Jake Deleon in 2020, Fila Manila is on a mission to bring Filipino food and representation to all with simmer sauces, condiments, and spreads. Fila Manila’s product line includes award-winning Adobo, Spicy Adobo, Caldereta zesty tomato sauce, Kare Kare peanut sauce, Banana Ketchup, Ube Jam and Coconut Jam. Fila Manila has won 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.

    For more information about Fila Manila, visit filamanila.com, and follow them on Instagram and Facebook. For media information or interviews with Fila Manila Founder Jake Deleon, contact Emily Tracy at 919.449.4803 or emily ( @ ) rootmarketingpr dot com.

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