Ayam Brand™ Portal - Ayam Brand™

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Our Achievements

Awards Received in 2019

ACES Top Green Company in Asia

The Asia Corporate Excellence & Sustainability Awards (ACES) recognizes successful companies and individuals in Asia across two main domains: leadership and corporate social responsibility.

This award is a tribute to the significant campaigns carried out to protect our environment and demonstrate compassion for our community.

Singapore Packaging Agreement (SPA) Merit Award

In July 2019, we were recognized by SPA for our efforts in reducing, reusing and recycling packaging waste. We won a Merit Award in recognition of our success in reducing the quantity of material used for transportation packaging.

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Our Vision

Ayam Brand™ Mission

For over 120 years, Ayam Brand™ has helped families create memorable and satisfying meals with ease.

We are dedicated to bringing you ideas and products which will make your meals a sure success and at the same time, enable you to discover new tasty dishes to tantalise your taste buds!

Our commitment is to offer you healthy & natural products which are of superior quality. This is because we treasure the confidence and trust that was placed by millions of families in Asia in Ayam Brand™ since 1892.

Ayam Brand™ Vision

Natural and Quality Food

Ayam Brand™ believes only in quality ingredients prepared naturally. Ayam Brand™ does not use preservatives, added MSG and added trans-fat. Ayam Brand™ products are manufactured in state-of-the-art facilities that meet the highest international standards with worldwide-recognized certifications (HACCP, ISO 9001) and are certified ‘Halal’.

No Waste

As an environmentally conscious brand, we believes that that whole product should be used in the process to limit waste. Ayam Brand™ is also engaged in a long term production program to reduce waste and carbon footprint.

Sustainability

We have been a member of a Global Compact, Singapore Network, since January 1st 2016. We have therefore pledged to incorporate the 10 Principles of United Nation Global Compact in our company governace and to live by these. Our ESG REPORTS openly monitor the company's progress in its journey toward sustainability.

Ayam Brand™ Values

Ayam Brand™ has become a household name in Asia for quality food products - particularly fish products, thanks to its continuous commitment to a corporate credo which still stands today, after more than 100 years in business;

Quality
Activity
Price stability

Affordability
Supply Continuity
Visibility

Adaptability
Honesty
Value The Community

Ayam Brand™ values the relationship wih suppliers, distributors, employees and all business partners. We are dedicated to listen and respond to the expectation of our customers across generations and countries.

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Our Brand with Video

Established in 1892, Ayam Brand™ or Ayam™ is one on the oldest consumer brands in Asia.

Best known for its sardines, the brand also produces over 100 other products including can mackerel, tuna, vegetables (Bake Beans, Mushrooms, Petai beans etc.), noodles (instant noodles, rice noodles, egg noodles etc.) and cooking ingredients like coconut products, Asian sauces and pastes. Every year, over 60 million cans of food are produced and marketed to more than 30 countries across 4 continents.

Ayam Brand™ was started by French man Alfred Clouët in 1892 in colonial Singapore. The company began by supplying food and building materials to Europeans in the country. But A. Clouët soon progress to specialising in cans sardines. The decision proved to be a genius one because the product quickly became very popular. Learn more on Ayam Brand™ History.

At Ayam Brand™, 5 factories in Malaysia, every aspect of production is undertaken with professionalism and care. Manpower is coupled with state of the heart technologies to garuantee freshness without the use of preservatives. Every can and product has gone through the proper quality control process. It's not only quality in the taste, but also quality in terms of health and convenience.

Ayam Brand™ products have no preservatives, no added transfat or added MSG. Research & Development was what allowed the brand to be one of the first to introduce can food to Malaysia and it continues to help the company stay ahead of the curve and innovate. Learn more on Ayam Brand™ Quality.

Since the 1960s, the brand's reputation has grown considerably outside of Asia. The company now markets its products to Australia, New Zealand, France, the UK, the USA but also Canada.

Ayam Brand™ excels in its quality products and commitment to making Asian cuisine accessible to everyone. We are dedicated to making healthy delicious products, free of allergens, preservatives and artificial colours - just real food of the highest quality.

Ayam Brand™ helps you create memorable meals with ease, now and for generations to come.

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Our Story

1890

Alfred Clouët, a French adventurer of taste

Alfred Clouët, French explorer of taste from Le Havre, puts aside the father's business of tailor to set off to conquer new flavors in Asia, in Singapore.

1892

Birth of A. Clouët company

Very quickly in 1892, he registered his own import-export company firm, A. Clouet & Co. He began by importing Menier chocolate, Bordeaux wines and even perfume in Asia.

For about thirty years, Alfred Clouët developed his business in a dazzling way and discovered exotic flavors until then unknown; spices, curries, peppers, coconut milk and a whole repertoire of fabulous recipes.

1899

The first canned food

A. Clouët decides to explore another product that was considered premium at the time: canned foods. Being imported goods, they were generally out of the reach of ordinary people. However, Clouet was determined to bring them to the masses. He was one of the pioneers in the marketing of canned products in South-East Asia (canning is an avant-garde technology for the time, which consists of canning food in order to obtain a longer and better conservation thereof).

In 1899, he began to market canned sardines. Clouet widened his range to include other canned foods such as mushrooms and peas, but the sardines proved particularly popular.

A. Clouët becomes Ayam Brand™

The brand quickly became known and Alfred Clouët canned goods were quickly designated by the rooster represented on the brand's logo. Regular customers started referring to the brand as "chop ayam" which means "the chicken brand" in the Malay language.

The management then decided to change the company's official name to Ayam Brand™.

1900

Paris Universal Exhibition

Marketing genius, Alfred Clouët exhibited his products at the 1900 Paris Universal Exhibition and obtained a medal which greatly contributed to the reputation of his brand.

1954

A family business

The company A. Clouët is bought by the family company Denis Frères.
Ayam Brand™ therefore remains today the atypical example of an authentic Asian brand under the French flag.

Denis Frères (now Denis Group) is developing the brand internationally.
Ayam Brand™ is now marketed in more than 30 countries around the world, including Australia, France, UK and New Zealand.

Denis Group has a fascinating 158 year history. Founded in 1862 by Etienne Denis, the vision, mission, solid values and dbusiness principles of the Group provide the foundations for this exceptional longevity.

Denis Group gets its strength and stability from three different sectors, in which the Group is able to achieve and maintain a high level of professionalism, paired with historically innovative spirit: food & beverage, health sciences, and consumer goods distribution.

The food & beverages activitiy which started in 1954 when Denis Group took over the A. Clouet company in Malaya with its main food business: Ayam Brand™.

Ayam Brand™ Till Date

Since 1892, Ayam Brand™ has made a commitment to provide healthy and natural products which are of superior quality. From Malaysia to Singapore to Thailand, and everywhere in between, our products capture the true essence of an Asian experience - multiple cultures, each with their own flavour traditions and local influences. Thus, providing a versatile range of delicious products designed to inspire hundreds and hundreds of flavoursome recipes.

We are dedicated to making healthy delicious products, free of allergens, preservatives and artificial colours - just real food of the highest quality.

Ayam Brand™ helps you create memorable meals with ease, now and for generations to come.

2016

The brand and its commitments for the planet

Denis Group becomes a member of a Global Compact, the Singapore Network, and then undertakes to integrate the 10 principles of the United Nations Global Compact into our corporate governance and to respect them. Our ESG reports openly monitor the company's progress in terms of environmental, social and governance commitments.

For sustainable palm oil

Ayam Brand™ is proud to be one of the founding members of SASPO (Asia Support for Sustainable Palm Oil), an initiative of WWF® Singapore, since 2016.

The Alliance's vision is to make certified sustainable palm oil the industry standard to stop air pollution in Asia, deforestation and loss of habitat for flora and fauna in Asia. production regions.