Thursday, June 23, 2016

Masflex: Celebrating 25 Years of Innovation for the Love of Cooking

Back then, you had two choices. Purchase expensive global brands which majority couldn't afford, or go for the lower-quality, locally-made kitchenware recycled from scrap materials. Choices then were limited, until Masflex changed the game... 

Since 1989, Masflex has firmly established itself in the houseware, cookware, and kitchenware segments built on continuous innovation and the single-minded love for cooking. The very name Masflex provides a clue behind its mission, finding real and relevant market solutions. Masflex combines the words "mass market" and "flexibility," and for 25 years, Masflex continues to serve the mass market with affordable and quality products driven by product innovation. 

The Masflex Non-Stick Collection encompasses all kinds of cookware, from basic non-stick cookware up to higher end forged aluminum cookware with non-stick coatings from Daikin Japan such as Ceramic, Marble, and Stone (for more on the Masflex range of products, see my previous post, Be a Kitchen Pro with Masflex).

Masflex continues to innovate with its line of Non-Stick Crepe Pans (L) and high-end forged aluminum series like the Marble line of cookware (R), offering consumers quality and superior value for money to enhance their home kitchen experience.  

Other than cookware, Masflex also caters to  variety of kitchenware and houseware products attuned to the needs of modern homemakers. And just like their wide and expansive range of cookware, their line of kitchenware completes the kitchen experience. 

As part of their historic 25th Year Anniversary, Masflex introduced their latest Brand Ambassador, Ms. Nancy Reyes Lumen, popularly known as the "Adobo Queen," as their first ambassadress for the brand. Food writer, researcher, lecturer, Filipino food advocate, TV host, home cook and true blue foodie, Nancy Reyes Lumen described her partnership with Masflex as a "love affair between me and the brand and the love of cooking."  Nancy Reyes Lumen, who comes from the Reyes clan, one of the country's celebrated names in Filipino cuisine, is a loyal user of Masflex cookware and kitchenware products, and she knows the product well. "I only agree to endorse brands I do believe in or those that support my advocacies. My relationship with Masflex is sincere--we mutually respect each other. I love pots and pans that make my kitchen happy and I am one person who gives kitchen wares as gifts," said Nancy Reyes Lumen. For Nancy Reyes Lumen, the brand understands the market's needs, offering relevant solutions. "The complete array of kitchenware for all types, sizes, and budget for the kitchen, Masflex adapted to the Filipino consumer, listened to the needs and brought it to the market. They know our needs, they have a wide network and if you combine these two factors, they cover the whole spectrum of kitchens and the people who work in them," adds Nancy Reyes Lumen.

Masflex's Hiren Mirchandani (L) and Nancy Reyes Lumen (R) is joined by Masflex Brand Ambassador Gene Gonzalez (center) in presenting the latest product innovations with their line of new digital scales. Then, it was time for the "Adobo Queen" to spin her own magic using Masflex for her homespun and rustic family recipes...

...including the comforting Lola Mereng's Adobo sa Beer (L), a slow-cooked chicken and pork dish; and Nancy Reyes Lumen's signature dish, the Rodrigo's Roast, a tender slab of pork belly roasted for hours, each one cooked using Masflex's wide range of products.

To further illustrate the Brand's versatility, Nancy Reyes Lumen also shared her rustic Mommy Nena's Kinulob (L), a whole chicken dish drawn from cherished family recipes; and an innovative dessert, the Bibingka Ube Crepe Cake (R), a delicately layered treat with local flavors.  

And the inspiring story of Masflex continues to unfold, as it celebrates a historic milestone with its 25th anniversary. Culinary trends may change, but there's one thing you can be sure of, Masflex's wide range of cookware and kitchenware will be there providing affordable and flexible solutions to any home or commercial kitchen. And it's all for the love of cooking...

You can recreate the cherished family recipes of Nancy Reyes Lumen with the recipes detailed below...

Mommy Nena's Kinulob

  • Whole Fat Chicken 1 Kilo (remove and set aside the fat)
  • Cold Water 8-10 Cups
  • Chorizo de Bilbao 2 whole pieces (quartered diagonally)
  • Dried Ham Bone 100 gm
  • Chinese Ham Bits 100 gm
  • Large White Onion 1 pc
  • Large Potatoes 2-3 pcs (peeled in halves)
  • Whole peppercorns 15 pcs
  • Kikkoman Soy Sauce 1 tbsp
  • Sherry 1 tbsp
  • Rock salt, to taste
  • Banana leaves to cover the Masflex Casserole
  • String
  1. Stud potatoes with peppercorns.
  2. Singe banana leaves till smokey and fragrant.
  3. In a Masflex Casserole, render oil from chicken fat.
  4. Saute chorizo, oil will be orange.
  5. Add ham bone, chicken and cover with water.
  6. Bring to a boil.
  7. Add onion and potatoes, soy sauce, and sherry.
  8. Bring to a boil, then lower heat to simmer.
  9. Cover the Masflex Casserole tightly with banana leaves.
  10. Cook for 35 minutes then check chicken.
  11. Chicken has to be fall-off-the-bone tender.
  12. If not yet tender, cook for another 10-15 minutes.
  13. Taste broth, season with rock salt if needed.
  14. Broth must have the smokey fragrance of burnt banana leaves.
  15. To eat in a La Opala Diva Bowl, mash the potatoes in the broth, no need for rice.
Lola Mereng's Adobo sa Beer
  • Boneless Pork Belly 1 Kilo (skin-on, cubed 12-18 pcs)
  • Freshly squeezed calamansi juice 1/4 cup
  • Soy Sauce 1/2 cup
  • Oyster Sauce 2 tbsp
  • Potatoes (peeled and quartered) 3 pcs
  • Garlic (peeled and crushed) 6 cloves
  • Freshly crushed peppercorn, to taste
  • Fresh Laurel Leaf, optional 1 pc
  • Beer
  • Water
  • Rock salt, to taste
  • Softened fresh butter 6 tbsp
  1. Marinate pork in calamansi, soy sauce, and oyster sauce overnight.
  2. Drain pork from marinade, set aside marinade.
  3. In a Masflex Casserole, braise pork in its own fat and brown potatoes.
  4. reserve some browned potato slices for the garnish.
  5. Add garlic, but do not brown, cook until aromatic.
  6. Add peppercorn and laurel leaf.
  7. Drain off fats.
  8. Add beer and water to cover and bring to a boil, then simmer.
  9. Cook, uncovered till the aroma of beer evaporates.
  10. Season with rock salt, if needed.
  11. Cook till pork is very tender and skin can be pinched.
  12. In the Masflex Frypan, cook potatoes until tender.
  13. While still hot, mash potatoes in butter.
  14. Combine the mashed potatoes with the sauce till smooth.
  15. Garnish with reserved potatoes, garlic and laurel leaf.
Bibingka Ube Crepe Cake
Ingredients for Crepes:
  • Butter 4 tbsp
  • Eggs 4 pcs
  • All Purpose Flour 1 cup
  • Milk 1/2 cup
  • Coconut Milk 1/2 cup
  • Sugar 1/3 cup
  • Salt 1/4 cup
  • Butter for Pan
Ingredients for Ube Custard Cream:
  • Milk 1 1/2 cup
  • Eggs 3 pcs
  • Sugar 1/2 cup
  • Cornstarch 1/4 cup
  • Ube Jam 1/4 cup
  • Ube Flavoring 1 tbsp
  • Whipping Cream 1/2 cup
  • Powdered Sugar 1 tbsp
Procedure for Crepe:
  1. Whisk together flour, sugar, and salt in a Masflex Stainless Steel Bowl.
  2. Whisk together butter, milk, coconut milk, and eggs.
  3. Gradually add the wet mixture to dry mixture whisking until smooth. Pour through a fine Masflex Strainer into a Masflex Plastic Food Container, discard lumps. Refrigerate at least 2 hours overnight.
  4. Lightly coat a Masflex Crepe Pan with butter.
  5. In medium heat until Masflex Crepe Pan just starts to smoke, remove crepe pan from heat, pour about 2 tbsp batter, swirling to cover the bottom. reduce heat to medium, low return the pan to heat and cook flipping once until center is cool about 20-30 seconds per side.Slide crepe onto La Opala Diva Plate. Repeat process with the remaining batter.   
Procedure for Crepe Ube Custard Cream:
  1. Add milk, eggs, sugar, cornstarch, ube jam, and ube flavoring in a Masflex Stainless Steel Bowl and blend until smooth. Pour mixture into a Masflex Saucepan over medium low heat while stirring constantly until it thickens and remove immediately.
  2. Let custard cool completely.
  3. Whip the cream careful not to over whip, add the powdered sugar gently, fold the whipped cream into the cooled custard using Masflex Silicone Spatula.
  4. Place Custard in the refrigerator to firm up. 
To Assemble:

Put Crepe down on a la Opala Diva Plate then spread thinly an even layer of the Ube Cream (not too thick the cake won't hold shape when you cut it), continue layering, saving the best looking crepe for the top layer.

For more information and updates on Masflex Cookware, check out their Facebook Page at

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