Datu Puti
| Product type |
Vinegar Soy sauce Fish sauce Oyster sauce |
|---|---|
| Owner | NutriAsia |
| Country | Philippines |
| Introduced | 1975 |
| Markets | Philippines |
Datu Puti is a vinegar and soy sauce brand owned by NutriAsia, Inc. (formerly known as Southeast Asia Foods, Inc.).
Datu Puti was first introduced as a vinegar product in 1975 by Hernan Reyes. Eventually soy sauce and fish sauce under the Datu Puti brand was introduced in the 1990s. An oyster sauce product was also introduced.
Datu Puti is a combination of the surname of Reyes' mother (Datu), and the Filipino translation of the color white ("puti"), which is a primary color of the traditional palm or sukang paombong. The logo used for the brand features the image of a datu.
The Mukhasim (a portmanteau of Filipino words mukha; lit. face, and asim; lit. sour) marketing campaign was instrumental to the brand's recognition. The campaign was launched in the early 1980s which featured Conrado Piring, more known as Pugak making a facial expression as if he consumed something sour, which was dubbed as the "Mukhasim" face.
And the Adobo named Datu Puti Adobo Series was introduced in February 2016
In August 2011, it was reported the Datu Puti is the Philippine market leader in vinegar. In the same report Datu Puti leads in Luzon when it comes to soy sauce.
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