Datu Puti
From Wikipedia, the free encyclopedia
 | |
| Product type | |
|---|---|
| Owner | NutriAsia |
| Produced by | NutriAsia |
| Country | Philippines |
| Introduced | 1975 |
| Markets | Worldwide[1] |
| Previous owners | Southeast Asia Food, Inc. |
| Website | Datu 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 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]
Datu Puti is a combination of Datu, the surname of founders’ mother, and the Filipino word for white ("putî"), which is a common color for sukang paombóng (traditional palm vinegar). The logo used for the brand features the image of a precolonial datu.[2]
The mukhasim (translated in English as "sour face", is a portmanteau of the Filipino words mukhâ; 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" look.[2]