ANGKAN officially marked its entry as a premium Filipino food brand with the successful launch of its debut product, Angkan Premium Fish Sauce 45°N, held at the iconic Aristocrat Restaurant on Roxas Boulevard, Malate, Manila.
More than just a standard product introduction, the afternoon served as a proud declaration of ANGKAN’s core mission: to instill a deeper respect for Filipino flavor, elevate the standard of everyday kitchen ingredients, and champion global pride in Filipino-made products.
Rooted in Family, Driven by Purpose
The brand’s name, Angkan—the Filipino word for family and lineage—set a deeply personal and meaningful tone for the event. The launch opened with the story behind the brand, led by its founders, who shared how their elders devoted their lives to serving families through food, ultimately shaping the generations that followed.
”Sharing our special moment with us, Angkan is very meaningful to us because it represents the family and the kind of Filipino quality we want to bring forward,” ATR Trading co-owner and founder Patricia Reyes shared in her opening remarks.
Reyes emphasized that ANGKAN’s narrative extends beyond their own household, aiming to impact kitchens worldwide:
“Today is more than a product launch. For us today, it’s a proud moment for a brand built on family purpose and values that are very close to our hearts… We wanted to create food products that can help people cook better, eat better, and choose better ingredients for their families… Angkan stands for quality, honesty, and also the belief that Filipino-made can meet higher standards,” Reyes said.
“We believe that when we do things properly with care and with purpose, I think we can achieve a world-class status. That is the dream behind—a dream to give better flavor to our homes, to tables, and a dream to show that Filipino-made can also compete in the world,” she added.
Redefining the Patis: The 45°N Standard
The official reveal highlighted Angkan Premium Fish Sauce 45°N as the brand’s “first expression of flavor.” Developed over nearly two years to ensure absolute perfection, the product is made using only real, pure ingredients: anchovies, sardines, and sea salt, with completely no water added. It undergoes a natural 12-month fermentation process and is extracted via “First Press” quality, leaving behind no sugar, no preservatives, and no artificial flavors.
The brand’s communication strategy focuses on a clear, uncomplicated message for everyday home cooks and professional chefs alike. As the founders detailed, the product relies on three main promises: pure/real ingredients, a stronger umami profile, and ultimately, better food.
”For consumers, our message is simple: simple, better food. No complications in cooking—just add Angkan Fish Sauce, better food kaagad (right away),” ATR Trading co-owner and founder Andres Reyes II explained. “Our goal is to show that Filipino-made can also be premium-made, can also be trusted, and can stand beside the world’s best. This is Filipino excellence at work,” he added.
The Science Behind the Umami
To give guests a thorough understanding of what sets ANGKAN apart from ordinary commercial options, Manufacturing Head and veteran food scientist of 22 years, Poy Lagman, detailed the strict quality controls and scientific standards defining the product.
Lagman reiterated that his ultimate advocacy is to create natural products that showcase local elements internationally. To maintain this integrity, ANGKAN follows rigorous Good Manufacturing Practices (GMP) and eschews common additives.
”It’s a traditional fermentation method. Hindi ako nag-incorporate ng anything (I didn’t incorporate anything artificial)… We’re not using iodized salt or any salt alternatives,” Lagman pointed out. “We did not put anything doon sa process to make it more clean, and that’s how we use it pagdating sa (when it comes to) international standards.”
Lagman further demystified the meaning of “45°N,” noting that ANGKAN is the first in the Philippines to introduce this premium metric. Measured using the Kjeldahl method through unbiased third-party testing, the 45°N represents a higher concentration of natural, crude fish protein.
”The 45 is a proof that it is made from real fish, real anchovies, real sardines,” Lagman asserted. “The higher the protein content, the purer the concentration of the fish… Now we have something special for you, for the Filipinos, and for the whole world. I think the best way is to have our fish sauce as an alternative for table salt or other artificial seasoning. That umami taste will bring that flavor.”
The Ultimate Proof: A Guided Tasting
The event culminated in an interactive culinary segment and sensory trial. Guests experienced the product firsthand through specially prepared dishes. This included an elegant canapé where Angkan Premium Fish Sauce 45°N was utilized as a delicate finishing flavor, and a savory stir-fried beef dish where it served as the core cooking ingredient.
Through this tasting, attendees were invited to experience the smooth aroma, depth of flavor, powerful umami balance, and exceptionally clean finish that ANGKAN infuses into meals. It provided the ultimate proof that the product is a culinary game-changer.
The launch concluded with the brand expressing gratitude toward its partners, team members, and the media. Recognizing the immense interest from the crowd, ANGKAN opened its official launch counter at the venue for guests eager to buy the first bottles and explore exclusive restaurant, reseller, and corporate business opportunities.
With this milestone launch, ANGKAN embarks on a journey to transform a staple deeply woven into the fabric of Filipino households—elevating it into a global symbol of local pride, meticulous quality, and culinary excellence.