King Cup Sardines Recipes + Meet Coco Martin

Theres no denying the fact that Coco Martin has bagged the title, Hari ng Primetime with his long-running show, Probinsyano. The show has been airing in ABS-CBN for the past three years which is not an easy feat especially with the new and bolder shows taking the spotlight.

King Cup Sardines Brand Ambassador Coco Martin
So it came as no surprise when he became the face of a local brand of sardines  King Cup -- Hari ang Sarap, Hari ang Sardinas.

Just as many Filipinos are making sure they come home from work early just so they can tune in to this popular show, this new brand of sardines will surely make you want to come home because of its delicious taste and distinct flavor  mapapauwi ka talaga sa sarap!
Isang malaking kasiyahan sa akin na maging King Cup Sardines brand ambassador dahil naniniwala ako sa kalidad ng produktong ito.  Naalala ko, bata pa lang ako, excited talaga ako umuwi sa lola ko at ang paborito kong ginisang sardinas na hinahanda nya. Simple lang pero mapapauwi ka talaga sa lasa at sarap! Coco excitedly shared.

This family corporation is headed by its President Jimmy Yap who was born and raised in Davao. The second generation currently takes an active role in running the family business with Engineer Jaydrick Yap as the Vice President of Sales and Marketing, and Eugene Yap as the Chief Finance Officer.

If we were to scour our kitchen, you will surely find a can or two of these sardines sitting comfortably in our pantry.

 Considered a Filipino food staple, sardines can be found in almost every kitchen in the country because it not only boasts of its affordability, but it also prides itself in its taste and nutritional value.

Did you know that a single can of sardines is packed with high protein and is low in carbs? It is also a good source of calcium, iron and omega 3 fatty acids. That is why the American Heart Association recommends adding fatty fish to your diet at least twice a week to help lower cholesterol levels and improve your hearts health.

Specifically created for mass market consumption, King Cup Sardines are made from fresh tamban fish cooked in tomato sauce with just the right amount of spices. Deliciously flavorful, King Cup Sardines has a firm, meaty texture rarely found in regular sardines.

Sicilian King Cup Pizza
Punched up with cheese and herbs, this recipe is also perfect on toast. Deliciously affordable and a healthier alternative when you don’t feel like ordering pizza from a fast food, you can also serve this baked dish with a simple salad to complete this comforting meal.   


2 cans   King Cup Sardines in Tomato Sauce
500g    Pizza crust
350g    Mozzarella cheese
120g    Parmesan cheese
200ml Tomato sauce
20g      Dried oregano
200g    Onion rings


1.     Top the pizza crust with tomato sauce (make sure to leave about an inch of bare dough around the edges of the crust), mozzarella cheese, parmesan, dried oregano, onion rings, and sardines. 
2.     Bake until the cheese and crust begin to brown, about 20 min. 
3.     Let cool for 5 min.
4.     Slice into square and serve. 

Pasta Aglio Olio with Sautéed King Cup Sardines

Filling and comforting, this is the ultimate representation of a quick and easy weeknight pasta dish. Additionally, it packs a ton of flavors without the calorie-laden ingredients!


2 cans    King Cup Sardines with Chili, drained
4kg        Angel hair
500 ml   Pure olive oil
500g      Garlic
10g        Garlic powder
4g          Pepper
250g      Parmesan cheese
250 g     Parsley


1. Boil water with salt in a pot. Add angel hair pasta and boil it for 10 minutes until al dente.
2. In a pan, add pure olive oil, then sauté garlic, and King Cup Sardines on medium heat.
3. Add the pasta and toss well, then sprinkle with salt, ground pepper, garlic powder, and chili flakes.
4. Garnish with parsley and serve.

Herbed Butter Crostini with King Cup Sardines Pâté

Impress family and friends with a creamy pâté that’s surprisingly inexpensive and simple to make. But instead of liver, this recipe is made of King Cup Sardines that provides a rich and mellow flavor. Great on toasts and salads too, so it makes the perfect accompaniment when entertaining at home.  


1 can    King Cup Sardines, drained
2g        French bread
7g        Butter
3g        Garlic
1g        Parsley
.05g     Lemon zest
1.5g     Butter (for pâté)
1 tsp    Fresh thyme

1.     Pre-heat oven to 425 °F.
2.     Melt the butter on a heavy skillet over medium heat.
3.     Add the sardines and stir until they dissolve, around 3 minutes.
4.     Stir in the herbs, garlic, and lemon zest.
5.     Arrange the bread slices on a baking sheet.
6.     Brush the top of the bread slices on a baking sheet.
7.     Bake until the bread is golden and toasty, around 7-10 minutes.

  • King Cup Sardines newest ambassador Mr. Coco Martin with Permex Executives--President Jimmy Yap, Vice-President of Sales and Marketing Engr. Jaydrick Yap and Chief Finance Officer of Eugene Yap

  • King Cup is just one of the many brands under Permex Producer and Exporter Corporation which has been around for more than 30 years. Hailing from the biggest sardine-making city in the country, Permex operates in Zamboanga which is considered one of the biggest and efficient tuna and sardine processing plants in the country. In fact, they employ about 1,500 workers and with rated capacity to process 70 metric tons of tuna and 150 metric tons of sardines per day.

    King Cup has two variants: 
    King Cup Sardines in tomato sauce and King Cup Sardines in tomato sauce with chili added are available at all leading supermarkets and groceries nationwide. 

    For more information, visit and follow on Facebook

    Contact the Sales and Marketing at (02) 3666054 located at 232 Baesa Industrial Terminal Quirino Highway Q.C.

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