Datu Puti has partnered with P-pop group SB19 to promote its newly launched Adobo Series, a ready-to-use meal mix designed to make preparing the Filipino staple dish more convenient for modern consumers.

The collaboration brings together one of the country’s leading vinegar brands and the internationally recognized boy group in a campaign aimed at encouraging younger Filipinos to embrace adobo while celebrating Filipino identity and culinary traditions.

Marketed under the tagline “Adobo Series Natin ’To!,” the campaign seeks to connect with SB19’s fan base, known as A’TIN, while highlighting a simplified cooking process that allows users to prepare adobo in three steps: pour, cook, and serve.

According to NutriAsia, the Adobo Series was developed to address the needs of busy consumers looking for convenient ways to prepare home-cooked meals without sacrificing traditional flavors.

“We understand that today’s young cooks are constantly looking for ways to balance the demands of modern life with the desire to provide authentic, home-cooked meals,” said Camille Santos, consumer lifestage manager at NutriAsia. “The Adobo Series is our answer to that—it honors the heritage of adobo while making the cooking process seamless, ensuring that every Filipino family can enjoy that classic, comforting taste regardless of how busy their schedule is.”

The product line features five variants: Classic Adobo Sauce, Spicy Adobo Sauce, Pininyahang Adobo Sauce, Adobo sa Gata Sauce, and Humba Sauce.

Fresh from their Simula at Wakas world tour, SB19 members Pablo, Josh, Stell, Ken, and Justin are set to headline a nationwide campaign rollout beginning this month. The initiative will include media promotions, consumer engagement activities, and exclusive SB19-themed merchandise and collectibles.

NutriAsia said the partnership forms part of Datu Puti’s efforts to strengthen its position in Filipino households by combining the brand’s longstanding presence in local kitchens with SB19’s cultural influence among younger consumers.