Datu Puti

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Datu Puti
Datu Puti logo.svg
Product type
OwnerNutriAsia
CountryPhilippines
Introduced1975; 47 years ago (1975)
MarketsPhilippines
North America[1]
WebsiteDatu Puti website

Datu Puti is a condiment brand owned by NutriAsia, Inc. (formerly known as Southeast Asia Food, 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 were introduced in the 1990s.[2] An oyster sauce product was also introduced.[3]

Branding[]

Datu Puti is a combination of the surname of Reyes' mother (Dátu), 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.[2]

The mukhasim (translated in English as "sour face", is a portmanteau of the 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 the comedian Conrado "Pugak" Piring, making a facial expression of having consumed something sour, dubbed as the "mukhasim" face.[2]

Products[]

  • Datu Puti White Vinegar
  • Datu Puti Original
    • Datu Puti Sukang Iloko
    • Datu Puti Sukang Sinamak
    • Datu Puti Pinoy Spice
  • Datu Puti Soy Sauce
  • Datu Puti Toyomixes
    • Datu Puti Toyomansi
    • Datu Puti Toyochili
    • Datu Puti Toyomagic
  • Datu Puti Fish Sauce
  • Datu Puti Natural Selections:
    • Natural Cane Vinegar
    • Premium Soy Sauce
    • Brewed Soy Sauce
    • Thai Fish Sauce
  • Datu Puti Adobo Series
    • Classic Adobo
    • Spicy Adobo
    • Pininyahang Adobo
    • Adobo sa Gata
    • Humba
  • Datu Puti Oyster Sauce
  • Datu Puti Barbecue Marinade
  • Datu Puti Pares Pack (Vinegar & Soy Sauce)

Market share[]

In August 2011, it was reported the Datu Puti is the Philippine market leader in vinegar. In the same report, the brand also leads in Luzon when it comes to soy sauce.[4]

References[]

  1. ^ Go, Josiah (27 September 2019). "Pinoy 'sari-sari' stores thrive in US". Philippine Daily Inquirer. Retrieved 25 November 2021.
  2. ^ a b c "Sino ba si Datu Puti?" [Who's Datu Puti?]. Yahoo! Special Projects. Yahoo!. 21 July 2011. Retrieved 30 November 2016.
  3. ^ "Nutri-Asia puts premium on food safety and quality". The Philippine Star. 16 March 2014. Retrieved 30 November 2016.
  4. ^ Aquino, Tricia (17 August 2011). "Can the world fall in love with Datu Puti and Mang Tomas? NutriAsia thinks so". InterAksyon.com. Archived from the original on 1 December 2016. Retrieved 30 November 2016.
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