Datu Puti
| Product type |
Vinegar Soy sauce Fish sauce Oyster sauce |
|---|---|
| Owner | NutriAsia |
| Country | Philippines |
| Introduced | 1975 |
| Markets | Philippines |
Datu Puti is a soy sauce brand and vinegar brand is owned by NutriAsia, formerly known as Southeast Asia Foods, Inc.
History
Datu Puti was first introduced as a vinegar product in 1975 by the Reyes family. Eventually soy sauce and fish sauce under the Datu Puti brand was introduced in the 1990s.[1] An Oyster sauce product was also released under the Datu Puti brand.[2]
Branding
Datu Puti is a combination of the surname of the mother of the owner "Datu", and the Filipino translation of white "puti", which is a primary color of the traditional palm or sukang paombong. The logo used for the vinegar brand used an 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 Conrado Piring, more known as Pugak making a facial expression as if he consumed something sour, which was 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 Datu Puti leads in Luzon when it comes to soy sauce.[3]
Reference
- 1 2 3 "Sino ba si Datu Puti?" [Who's Datu Puti?]. Yahoo! Special Projects. Yahoo!. 21 July 2011. Retrieved 30 November 2016.
- ↑ "Nutri-Asia puts premium on food safety and quality". The Philippine Star. 16 March 2014. Retrieved 30 November 2016.
- ↑ 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.