Datu Puti is a

condiment A condiment is a preparation that is added to food, typically after cooking, to impart a specific flavor, to enhance the flavor, or to complement the dish. A table condiment or table sauce is more specifically a condiment that is served separat ...

brand owned by NutriAsia, Inc. (formerly known as Southeast Asia Food, Inc.). Datu Puti was first introduced as a

vinegar Vinegar is an aqueous solution of acetic acid and trace compounds that may include flavorings. Vinegar typically contains 5–8% acetic acid by volume. Usually, the acetic acid is produced by a double fermentation, converting simple sugars to ...

product in 1975 by Hernan Reyes. Eventually, soy sauce and

fish sauce Fish sauce is a liquid condiment made from fish or krill that have been coated in salt and fermented for up to two years. It is used as a staple seasoning in East Asian cuisine and Southeast Asian cuisine, particularly Myanmar, Cambodia, La ...

under the Datu Puti brand were introduced in the 1990s. An

oyster sauce Oyster sauce describes a number of sauces made by cooking oysters. The most common in modern use is a viscous dark brown condiment made from oyster extracts,The Times, 22 January 1981; ''Cook Accidentally on purpose'' sugar, salt and water thick ...

product was also introduced.

Branding

Datu Puti is a combination of the surname of Reyes' mother (Dátu), and the

Filipino Filipino may refer to: * Something from or related to the Philippines ** Filipino language, standardized variety of 'Tagalog', the national language and one of the official languages of the Philippines. ** Filipinos, people who are citizens of th ...

translation Translation is the communication of the Meaning (linguistic), meaning of a #Source and target languages, source-language text by means of an Dynamic and formal equivalence, equivalent #Source and target languages, target-language text. The ...

of the color

white White is the lightness, lightest color and is achromatic (having no hue). It is the color of objects such as snow, chalk, and milk, and is the opposite of black. White objects fully diffuse reflection, reflect and scattering, scatter all the ...

("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 ''Datu'' is a title which denotes the rulers (variously described in historical accounts as chiefs, sovereign princes, and monarchs) of numerous indigenous peoples throughout the Philippine archipelago. The title is still used today, especia ...

. 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.

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 Luzon (; ) is the largest and most populous island in the Philippines. Located in the northern portion of the Philippines archipelago, it is the economic and political center of the nation, being home to the country's capital city, Manila, ...

when it comes to soy sauce.

References

{{NutriAsia Philippine brands NutriAsia brands Philippine condiments Brand name condiments