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 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 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; 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.[2]