In this episode of Brand Origins, we dig into the true history of Nescafé and the instant coffee wars. We uncover the early inventors who came before Nestlé, how instant coffee existed decades earlier, and how Nescafé still became the global leader and the Philippines’ #1 brand.

We break down how World War I and World War II turned instant coffee into a battlefield essential, how the Great Depression almost killed the idea entirely, and how Max Morganthaler saved a cancelled project that Nestlé had already abandoned. We also explore Café Puro, Blend 45, Nescafé Gold, Nespresso, Dolce Gusto, Starbucks At Home, and why Nestlé invested in Blue Bottle Coffee.

If you want to understand how instant coffee became part of Filipino culture, and how Nescafé won a global war it didn’t even start, this is the full story.

Episode Sponsor: The Sauce

For bite-sized, easy-to-digest business news in the Philippines, check out The Sauce on Instagram:
https://www.instagram.com/thesauce.ph/

Want your brand to be featured in future episodes?
Visit chrisgarin.com for sponsorships, partnerships, and collaborations.

Instagram: https://www.instagram.com/chris.garin/
TikTok: https://www.tiktok.com/@chris_garin
Facebook: https://www.facebook.com/profile.php?id=100077660561299
Threads: https://www.threads.net/@chris.garin

Timestamps

0:00 – Intro
0:50 – Ad: The Sauce
3:52 – Satori Kato
4:35 – George Washington Coffee
5:37 – World War I
6:18 – “Cup of Joe” Origins
8:25 – Nestlé Enters the Picture
9:05 – The Great Depression
11:23 – Brazil Taps Nestlé
11:36 – Max Morgenthaler
15:09 – Why They Called It “Nescafé”
16:33 – World War II
18:44 – Nescafé in the Philippines
19:25 – Nescafé’s Competitors
23:35 – Nescafé’s Foreign-Looking Ads
26:01 – Nescafé Gold
27:05 – Nespresso
28:31 – Dolce Gusto
28:48 – Starbucks At Home
30:27 – Blue Bottle Coffee
32:07 – The Nescafé Empire

About Brand Origins

Brand Origins tells the stories behind the biggest brands and the ideas that built them. Each episode dives deep into the business moves, cultural moments, and turning points that shaped the companies we see today.

Skyflakes is one of the biggest cracker brands in the Philippines. You will find it in lunch boxes, sari-sari stores, office drawers, long bus rides, merienda tables, and OFW care packages sent across the world.But how did a simple cracker become such a big part of everyday life in the Philippines?

In this episode of Brand Origins, we uncover the complete brand history of SkyFlakes and the rise of M.Y. San, the company behind some of the most iconic biscuits in the country.

From its early origins before World War II, to its reinvention in the Philippines, to the launch of SkyFlakes and FITA in the 1960s, this episode breaks down how a humble cracker became a cultural staple.

We explore M.Y. San’s beginnings, the debt crisis it survived, and how SkyFlakes managed to outlast competitors like Rebisco and Magic Flakes.We also dive into the surprising story of graham crackers and why M.Y. San became the go-to brand for mango float in Filipino homes.

If you want to understand how a biscuit became part of our national identity, this is the full story.

For bite-sized, easy-to-digest business news in the Philippines, check out The Sauce on Instagram:
https://www.instagram.com/thesauce.ph/

Want your brand to be featured in future episodes?
Visit chrisgarin.com for sponsorships, partnerships, and collaborations.

Instagram: https://www.instagram.com/chris.garin/

TikTok: https://www.tiktok.com/@chris_garin

Facebook: https://www.facebook.com/profile.php?id=100077660561299

Threads: https://www.threads.net/@chris.garin

0:00 – Intro

0:50 – Ad: The Sauce

2:33 – The Founder, M.Y. San

2:57 – Escolta Ice Cream Parlor

3:24 – Escolta and Binondo History

7:20 – M.Y. San’s Debt Crisis

10:19 – M.Y. San in the Philippines

11:18 – FITA History

12:05 – Graham Crackers History

13:16 – SkyFlakes History

14:29 – SkyFlakes Marketing Strategy

16:27 – SkyFlakes Ads

20:00 – Outro

Brand Origins tells the stories behind the biggest brands and the ideas that built them.Each episode dives deep into the business moves, cultural moments, and turning points that shaped the companies we see today.

In this episode, Chris is joined by Monique Avila, Head of Customer Success at Payoneer, the fintech platform helping small and medium-sized businesses thrive on the global stage.

Together, they discuss how Filipino entrepreneurs and freelancers are breaking barriers, building international businesses right from home. Discover how Payoneer is reshaping the way Filipinos get paid, connect with clients worldwide, and transform local talent into a powerful global force.

📍 TIMESTAMPS

0:00 – How Filipinos are building careers and income streams from home

5:00 – Payoneer’s Monique Avila joins the conversation

8:15 – What Payoneer Philippines looked like then vs. now

10:25 – The Origins of Payoneer

13:50 – How Payoneer earned the trust of freelancers and businesses

16:30 – Why Payoneer set its sights on emerging markets

18:13 – How Payoneer gained its first users in the Philippines

22:00 – Stories of how Payoneer changed lives for Filipino freelancers

26:22 – What the next 10 years looks like for Payoneer

29:00 – Payoneer’s Promo: Why you should sign up now

🎁 PAYONEER PROMO: Register to Payoneer and get a $40 cashback reward once you reach $4,000 in outgoing eligible transactions within the first 90 days. Promo runs until November 15, 2025. See the full terms and conditions in the link. Sign up here: https://tinyurl.com/pdec46us