Datu Puti

Datu Puti
Product type
Owner Nutri-Asia
Country Philippines
Introduced 1975 (1975)
Markets Philippines

Datu Puti is a condiment brand owned by Nutri-Asia, 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 were introduced in the 1990s.[1] An oyster sauce product was also introduced.[2]

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.[1]

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 the comedian Conrado "Pugak" Piring, making a facial expression of having consumed something sour, dubbed as the "mukhasim" face.[1]

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.[3]

References

  1. 1 2 3 "Sino ba si Datu Puti?" [Who's Datu Puti?]. Yahoo! Special Projects. Yahoo!. 21 July 2011. Retrieved 30 November 2016.
  2. ↑ "Nutri-Asia puts premium on food safety and quality". The Philippine Star. 16 March 2014. Retrieved 30 November 2016.
  3. ↑ Aquino, Tricia (17 August 2011). "Can the world fall in love with Datu Puti and Mang Tomas? NutriAsia thinks so". InterAksyon.com. Retrieved 30 November 2016.
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