Enough British tea bags to brew one million cuppas have been shipped to the Philippines, after UK Government support helped food distributor Curatyx break into the fast-growing market.
A total of 187 different items shipped by the company can now be found on shelves across the Southeast Asian country, with popular items including squeezy honey, strawberry jam, pitted olives, tea bags, biscuits and English mustard.
Since agreeing the deal in 2025, the company has shipped enough strawberry jam, tea bags and biscuit packs to make over 180,000 cream teas, bringing a touch of the UK’s afternoon tea culture to dining tables across the Philippines while driving growth at home.
It all came about after diplomats working for the British embassy in Manila spotted a gap in the market for premium quality imported food products.
With a population of over 114 million, the Philippines is a fast-growing emerging economy that imported over £6 billion of food products from all over the world in the past year.
Drawing on their local market knowledge and business connections, the British embassy’s team started approaching UK food retailers.
Enter Curatyx, a food distribution specialist based in London.
After the UK’s diplomatic team facilitated introductions and provided advice on market entry and product registration requirements in the Philippines, the deal was finalised in July 2025, with Curatyx sending the first containers on their way soon after.
Seema Malhotra, the UK’s Minister for the Indo-Pacific with responsibility for growth, said:
“Across the world, our diplomats play a crucial role in opening doors for British businesses overseas to reach new customers and drive export-led growth. Curatyx’s success in the Philippines is testament to that.”
When UK businesses succeed abroad, the benefits are felt at home. This means more good-quality jobs and greater investment into communities across the country.”
Earlier in the year, Minister Malhotra visited Manila to mark 80 years of bilateral relations between the UK and the Philippines and to deepen cooperation, including on growth. This forms part of the UK Government’s wider push to support British businesses in accessing international opportunities.
Mike Luck, CEO of Curatyx, said: “Working with the UK government has been instrumental in helping Curatyx bring British food products into the Philippines with SM Markets. Their support accelerated our market entry and enabled us to deliver a strong, scalable launch in a fast‑growing region.”
British grocery products shipped by the company are now available in more than 270 stores across the Philippines through SM Markets, one of the country’s leading retail groups.
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