There was a time when “panutsa” or lime water combined with dark brown cane sugar was the favorite candy of old and young people alike. It was either lightly or voraciously munched as it gave that “sweet kick” modern candies and chocolates now usually provide.
Because of its rich, flavorful coconut taste, panutsa has also become an ingredient to native Filipino kakanin or rice cakes of almost all types.
Another throwback dessert fave was the “lengua de gato,” a softer and slimmer type of flat cookie that evokes a milky taste and would go best with hot coffee or hot chocolate.
How the current crop of panutsa and lengua de gato enthusiasts can enjoy these “old” delicacies without much guilt and additional calories might surprise you.
They are now being made available by Hueza, a company founded a few years before the pandemic. These old-time Filipino snack time favorites were born and were given chic names to be more modern and trendy. Moreover, there is the third product, Brownie Almond Crisps, which has a more familiar taste in this era. This one was the original variety Hueza began marketing in 2017.
“Hueza started and it still is a small business with less than ten people. I want to keep it small and eliminate a lot of leg work in distribution. We started selling in bazaars and online in 2017, and the company became fully ‘legit’ in the year 2020,” said Kat Villar-Valdehueza, owner of Hueza Bakery.
She noted it is her Oatmeal Almond Crisps, which is from revel bars that carries the flavor and taste of panutsa. This is the healthy variant among the product flavors.
Her modern Lengua de Gato, on other other hand, are not only made with the traditional ingredients, but she levelled it up by using real vanilla beans. (This writer’s favorite, actually.)
“I wanted to curate a snack that is not too heavy on the stomach, while also considering the Filipino palate. Filipinos have such diverse tastes but still want something ‘common’ (comfort food).
We want something new all the time, modern or with a twist. But we don’t really want to go outside of the box too much. So this is how I came up with the Hueza series. They are a set of levelled-up cookies, but the flavors still take you home,” Ms. Valdehueza noted.
The third variety, which is the Brownie Almond, was the catalyst in producing the other two flavors.
“It was this one item which became popular in my commissary. I changed my strategy to focus only on one type of a bakery product. Low cost on both capital and operational expenses,” explained Ms. Valdehueza, who recalled having to close an initial commissary business, which she opened right after graduating from culinary school, International School of Cullinary Arts and Management (ISCAHM).
But wait, there’s more!
Riding on the waves of today’s modern palate is the owner’s fourth variant, Toffee Macadamia Crisps. Its name speaks well of all its yummy ingredients.
Ms. Valdehueza’s successful venture is strengthened and bolstered by loyal staff who stood by her when things got rough.
Catherine Ballesteros, Hueza’s Account Manager, were among the few who didn’t leave the owner’s side when times got too challenging. She and her husband continued to support Hueza, and now she is instrumental in arranging for US exportation of the company crisps.
“Of course, every company’s target is to aim high and supply abroad. As of now, we are applying for HACCAP and other US FDA requirements to export there and consequently, elsewhere globally,” Ms. Ballesteros said.
HACCP is a system which provides the framework for monitoring the total food system, from harvesting to consumption, to reduce the risk of foodborne illness. [University of Rhode Island, Food Safety Education, College of the Environment and Life Sciences (2024) web.uri.edu/foodsafety/hazard-analysis-of-critical-control-points-principles/]
She further explained Hueza is targeting to export to the US Food and Drug Administration first, because once exports get there, it will be easier to comply with the requirements of other countries.
“While our products and their packaging have already been commended by (the organizers of) IFEX as excellent, (having actually won the best packaging category in the 2024 Katha Awards), we intend to rebrand our products to include native Filipino ingredients like Philippine nuts next year,” Ms. Ballesteros explained.
Moreover, she said Hueza is making it a goal to expand its product reach all over the country, even as these are already available at S&R, Landmark and All Day Supermarkets.
