Super Tuyo product was a brainchild recipe of Mr. Gilberto Tongo, chef and owner of Tongo’s Catering Services.
Late 1990s, Mr. Tongo started deboning tuyo (dried herring) and makes its signature chili garlic sauce. Originally shipped to Filipino relatives in UAE where frying tuyo is strictly prohibited because of its unusual smell among locals.
In 2010, Mr. Tongo tried to include the recipe in one of his catering functions in ABS-CBN Film Productions, Inc. (Star Cinema) where his son Gilberto Tongo Jr. is employed. Soon enough employees begin ordering the tuyo chili garlic recipe; placed in a microwavable container, it was called Super Tuyo.
Super Tuyo initial market position proximate to "showbiz" celebrities and personalities made it a big hit. Word of mouth and social media put its awareness up high turning into sales. Angel Locsin and Director Olivia Lamasan even made the product their Christmas giveaway last December 2011, growing its reach overwhelmingly. This break saw the transformation of Super Tuyo to a bottled product.
In 2012, Mr. Tongo’s son, Gilberto Tongo Jr. took over the business. With a starting capital of Php 20,000, Super Tuyo then was placed in a new 8 oz. bottle jar and has three variants: Famous Spicy (formerly, chili garlic), Sweet and Spicy, and Original.
The younger Tongo believed in the importance of building awareness of the product. As a result, he aggressively joins various bazaars last 2012 holiday season such as Global Pinoy in Rockwell, La Feria in Ayala Triangle, Friday Market in ABS-CBN, up until 2nd quarter of 2013 at Heatwave Summer Bazaar in World Trade Center, and Celebrity Bazaar in Megatrade Hall. As a result, the product slowly built its niche among bazaar crowd.
Three new product lines were also introduced in 2013: The Secret Sauce (March 2013), Super Tuyo-Flakes (June 2013), and Super Friends (Pusit, Labahita, Dilis, Danggit, Dulong in July 2013).
Last September 8, 2013, one year after the younger Tongo acquired the “Super Tuyo” business; Tongo’s Foods launched the newest and improved look of Super Tuyo. With the tagline, “best-tasting tuyo”, this move culminates a year of awareness promotion and market research done by Mr. Tongo Jr.
In April 2014, a more of everything version of Super Tuyo - The Super Tuyo Gourmet was introduced to cater the "Olive Oil" market of the product.
And last May 30, 2014 Super Tuyo was awarded the “Best Quality Pinoy Dried Herring Brand” and conferred the “Seal of Product Quality” by Q Asia Quality Excellence Awards.
As the demand for convenience packaging increases especially to our Overseas Filipinos, the company launched a new product packaging in plastic stand-up pouch and called it SUPER TUYO PACK.
Celebrating its 3rd year anniversary, Super Tuyo launched three new variants and product line. First, the new variants of Super Tuyo - Mild Spicy & Extra Hot. Second is the Supersized Tuyo - the Super Tuyo Jumbo in 16oz bottle. Lastly, the Super Tuyo Recipe Pack in Olive oil - a ready to cook pack good for pasta (1/2 kg) and other recipes.