Pinoys craving for crispier, more flavorful French fries

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MANILA, Philippines — Filipinos’ demand for French fries will continue to rise this year as consumers look for “high-quality” fry experience that involves the correct crispiness while trying a variety of flavors, according to Lamb Weston Holdings Inc., one of the world’s leading frozen potato suppliers.

Vicky Mukhi, Lamb Weston’s commercial director for South East Asia, said the growth is supported by Filipinos’ “love” for French fries as they enjoy them both as a snack and as a side meal.

“That consumer love for fries sits on top of a food service sector that is growing again, driven by quick?service restaurants (QSRs), coffee shops and delivery?focused formats,” Mukhi told The STAR.

The Philippines is the 13th largest importer of French fries in the world, according to International Trade Center data.

Last year, the country imported $235.03 million worth of French fries, up by 3.6 percent from the $226.9 million recorded in 2024, based on Philippine Statistics Authority data.

“As more Filipinos dine out, order food deliveries and seek for convenient shareable sides and snacks, we expect fries demand to remain on a positive trajectory in 2026 and beyond,” Mukhi said.

Lamb Weston stands ready to help QSRs and food service operators to meet the consumers’ growing demand with the “right” fries for their menus and for their operations, Mukhi said.

The Lamb Weston executive noted that Filipino consumers are showing a “growing” appreciation for high-quality fry experience. Price, Mukhi pointed out, still plays a role but quality has become a key driver on why and where consumers would buy their fries.

Citing a study by Lamb Weston, Mukhi explained that Filipinos’ description of a “perfect fry” consists of three things: very crispy on the outside, soft on the inside and not oily or soggy.

“If that isn’t delivered, many say it influences whether they go back to that restaurant or recommend it to friends,” he said.

Furthermore, Filipinos are now looking for “excitement” as they are ready to experiment with flavors and dipping sauces. The usual combinations involve cheese, bacon, sour cream, barbecue and spicy seasonings, Mukhi said.

“For some people, that signature fry can even be the reason they choose one outlet over another,” he added.

Mukhi said Lamb Weston helps its Philippine partners to meet these demands by providing them with the best fry as well as help them build flavor platforms.

Lamb Weston offers a broad portfolio for fries including its classic Stealth coated fry, a traditional fry that is able to stay crispy twice as long as other brands, as well as an extra crispy fry that it designed for delivery channels with up to 30 minutes of hold time.

Lamb Weston also engages its local partners in terms of managing supply and logistics challenges as well as sharing insights and ideas to better understand the market.

“In the Philippines, our expansion plans are about being closer to QSRs and food service operators and giving them more choices,” Mukhi said.

“On the product side, we are broadening our range to better match Filipino preferences. That means reinforcing core fry cuts, while also introducing new cut styles and flavors that meet the consumer demand,” he added.

Mukhi also recognized persisting market challenges in the Philippines, particularly the stiffer competition among foreign suppliers.

“It is a highly competitive landscape with many international and regional suppliers, including a notable shift in recent years toward lower?priced Asian exports,” he said.

“That keeps constant pressure on pricing and on operators’ margins,” he added.

Furthermore, French fries are exposed to exchange rate movements, global logistics costs and supply-demand imbalances since most of the country’s stocks are imported, Mukhi said.

“Differences in tariffs and trade arrangements between various supplying regions can also influence sourcing choices and create volatility from year to year,” he said.

Mukhi said there are two critical innovations for fries in the Philippines: delivery-optimized fries and cut and menu variety.

The rising urbanization and high penetration of smartphones have changed the role of delivery platforms in the French fries business. They are no longer an add-on but a strategic channel for business growth, Mukhi said.

“In this environment, the role of the fry changes as it has to perform not only at the counter, but also after a delivery journey. Not all fries are created equal,” he said.

“QSRs and food service operators need the right fry, coupled with the right packaging, to ensure the product stays hot and crispy in a closed box so customers can enjoy the same experience at home as in?store,” he added.

Lastly, food operators will have to offer two or more fry cuts to provide their customers with “simple but meaningful” differentiation, giving them more ways to enjoy French fries, Mukhi said.