Datu Puti Explained

Datu Puti
Currentowner:NutriAsia
Producedby:NutriAsia
Country:Philippines
Markets:Worldwide[1]
Previousowners:Southeast Asia Food, Inc.

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 and Ismael 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;, and asim;) 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

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]

Notes and References

  1. Web site: Pinoy 'sari-sari' stores thrive in US. September 27, 2019. Josiah. Go. Philippine Daily Inquirer. November 25, 2021.
  2. News: Sino ba si Datu Puti?. November 30, 2016. Yahoo! Special Projects. Yahoo!. July 21, 2011. Who's Datu Puti?.
  3. News: Nutri-Asia puts premium on food safety and quality. November 30, 2016. The Philippine Star. March 16, 2014.
  4. News: Aquino. Tricia. Can the world fall in love with Datu Puti and Mang Tomas? NutriAsia thinks so. November 30, 2016. InterAksyon.com. August 17, 2011. https://web.archive.org/web/20161201015543/http://interaksyon.com/business/93459/can-the-world-fall-in-love-with-datu-puti-and-mang-tomas-nutriasia-thinks-so. December 1, 2016. dead.