When David Licauco was introduced earlier this year as Taho Story’s brand ambassador, fondly called Ginoong Magtataho, the partnership already felt organic. Known for his active lifestyle and disciplined work ethic as both an actor and athlete, Licauco embodied the values of a brand rooted in Filipino culture, comfort food, and everyday nourishment. Months later, that partnership deepened as Taho Story officially unveiled its plant-based chilled taho, a product that signals not just innovation, but a bold new chapter for the fast-growing Filipino brand.
Launched last November, the plant-based chilled taho is designed for today’s on-the-go consumer—ready to enjoy, easy to distribute, and aligned with the growing demand for healthier, plant-forward options. For Licauco, the evolution of the product mirrors his own daily realities.
“As someone who’s always on the go, almost every hour may ginagawa ako,” he shared. “Hindi naman all the time makaka-order ako sa Grab ng taho. And not only that—napaka-healthy niya. Actually, back in the day, yun yung palagi kong breakfast talaga.” The sentiment resonated with many in the room, as taho has long been a familiar comfort and energy booster for Filipinos across generations.
The launch event also highlighted the people and purpose behind the brand. Taho Story co-founder and chairman of the board Jude Paul Espinas took time to honor the growing Taho Story community—its team members, partners, and franchisees—underscoring how collective effort fuels the company’s rapid expansion.
“Your work matters. Your commitment matters. And each and every one of you, for us, without you, hindi namin ito magagawa,” Espinas said. From just 120 branches, Taho Story has grown to over 200 locations, with 218 branches nationwide set to open—an impressive trajectory for a homegrown brand.
Taho Story found a new home at Santolan Town Plaza
He emphasized that the launch was far more than a simple product introduction. “This gathering is special kasi di lang ito simple event. For us, today is a milestone and a turning point… with all your hard work, dedication, late nights, and your unwavering belief in what Taho Story can become.”
According to Espinas, the plant-based chilled taho represents the evolution of the brand itself. “This is not just a new item on the menu. This is the evolution of our brand. This is an innovation of purpose, and this is convenience, accessibility, and world-class quality imagined in one cup.” Designed to strengthen every branch, the product opens new revenue channels and allows Taho Story to reach customers beyond traditional walk-in stores—from mall corners and schools to offices, events, and communities nationwide. More significantly, it marks the first major step toward the brand’s international expansion.
Licauco sees the same promise from a consumer perspective. He shared, “I think it’s a product na it’s not only good, but it’s healthy,” he said. “As much as possible, we want to promote healthy living. Mae-enjoy nila yung dessert, breakfast, pampa-energize.” He joked that he arrived at the event feeling sleepy, but after having taho, he felt recharged — an experience many Filipinos can easily relate to.
Beyond taste and convenience, Licauco highlighted what truly drew him to the brand — its Filipino roots and its impact on livelihoods. “It’s healthy, it’s Philippine-made, tsaka yung mga tao behind it—napakasipag, napaka-innovative,” he said. “Isang malaking company na siya, maraming natutulungan. It’s a franchising company, so yung mga Filipinos na gustong magkaroon ng negosyo, natutulungan ng kumpanyang ito. So I’m super happy to be part of this,” Licauco detailed.
As Taho Story continues to scale, grounded in culture, driven by innovation, and strengthened by partnerships like Licauco’s, the plant-based chilled taho stands as a symbol of where the brand is headed: forward-looking, inclusive, and proudly Pinoy in every cup.
