333. WHITE KING FLOUR AND MIXES, Republic Flour Mills, 1960S Ads

AN EARLY WHITE KING FLOUR AD, check out the king mascot, 1962

Republic Flour Mills (now known as RFM Corporation), was the country’s first flour mill, established all the way back in August 16, 1957—even though wheat wasn;t really grown locally. It introduced Filipinos to a brand of all-purpose flour named WHITE KING, which, through appealing advertising and strong sales promotions, became very popular in the Philippines. By 1962, WHITE KING was an established flour brand, bolstered by a new Cake Flour line.

WHITE KING OMNIBUS AD, 1964

But much as Filipinos craved for cakes, the baked confections were just too inconvenient to common families who only had wood-fed or gas stoves in their kitchens; even with cake flour mixes, they were just too cumbersome to create. Thus, things took a turn for the better with the introduction of the WHITE KING Hotcake, Waffle,  Doughnut  and Bibingka Mixes—all-time Filipino favorites that didn’t require baking, frosting, and much fuss.

WHITE KING HOTCAKE MIX & DOUGHNUT MIX AD, 1962

WHITE KING Hotcake and Waffle Mix became the company’s bestseller through the years, and today, it continues to be produced by RFM,  in the Creamy Classic and Complete varieties (just add one egg, maple syrup comes free!). The original WHITE KING All-Purpose Flour, Bibingka and Chocolate Cake are still very much around too, but Brownies, Crinkles, and Puto are also now part of the current offerings of  this  heritage brand that has been around for over 60 years. 

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