Datu Puti
Product type
OwnerNutriAsia
Produced byNutriAsia
CountryPhilippines
Introduced1975 (1975)
MarketsWorldwide[1]
Previous ownersSoutheast Asia Food, Inc.
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 (September 27, 2019). "Pinoy 'sari-sari' stores thrive in US". Philippine Daily Inquirer. Retrieved November 25, 2021.
  2. 1 2 3 "Sino ba si Datu Puti?" [Who's Datu Puti?]. Yahoo! Special Projects. Yahoo!. July 21, 2011. Retrieved November 30, 2016.
  3. ↑ "Nutri-Asia puts premium on food safety and quality". The Philippine Star. March 16, 2014. Retrieved November 30, 2016.
  4. ↑ Aquino, Tricia (August 17, 2011). "Can the world fall in love with Datu Puti and Mang Tomas? NutriAsia thinks so". InterAksyon.com. Archived from the original on December 1, 2016. Retrieved November 30, 2016.
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