Ayam Brand

From Wikipedia, the free encyclopedia
Jump to: navigation, search
Ayam Brand
Private Limited
Industry Food processing
Founded Singapore (1892)
Founder Alfred Clouet
Headquarters Singapore
Area served
Singapore, Malaysia, Thailand, Brunei, Indonesia, Hong Kong, Japan, China, Australia, New Zealand, India, France, Sweden, Portugal, United Kingdom & Vietnam
Key people
Ting Seng Hee, Fabien Alexandre Reyjal
Products Sardines, mackerel, tuna, coconut, Asian sauces and pastes, fruits, vegetables, baked beans
Owner Ayam S.A.R.L.
Number of employees
Parent Denis Frères Group of Companies
Website www.AyamBrand.com

Ayam Brand or Ayam is a prepared food company based in Singapore.

Ayam Brand produces over 60 million cans of food annually and employs around 1,000 persons. Its main products are canned fish (sardines, mackerel, tuna), Asian ingredients (coconut, Asian sauces and pastes), and canned fruits and vegetables, especially baked beans.

A 2007 consumer survey done by Synovate ranked Ayam Brand 197th among consumer brands in Asia, ahead of such reputable names such as Nissan, L'Oréal, Heinz, or American Express.[1]


Alfred Clouet, a French citizen, founded Ayam Brand in 1892 in Singapore, which was at this time part of British Malaya. The business focused on supplying food for colonial staff and along with building materials. The food brand was created to be a seal of quality as canned food was then regarded as a luxury, inaccessible to the common man on the street. Clouet took the rooster for the logo of the brand. The brand name was self generated by local traders and consumers, as they started referring to the canned sardines or salmon as « Ayam Brand » (Ayam being the Malay word for Chicken or rooster).[2][3]

In 1954, the company was taken over by the Denis Frères Group of Companies.[4][5] The name of the founder can still be found in some distribution company names: A.Clouet & Co. (KL) Sdn. Bhd. for Malaysia, Clouet Trading Pte. Ltd. for Singapore or A. Clouet (Australia) Pty. Ltd. for Australia – New Zealand. The sole owner of Ayam Brand is a company called Ayam S.A.R.L.

Very active in Malaya on the nineteenth and first half of the twentieth centuries, the brand only expanded out of its historical boundaries after the 1950s. Ayam Brand is a brand leader in specific Asian markets such as Malaysia, Singapore, Brunei, Thailand, Indonesia, Hong Kong for mass market products like sardines, tuna, coconut or baked beans, while Ayam is a brand for cooking ingredients in Asian cuisine markets like Australia, New Zealand, France, and the United Kingdom.[6]

See also[edit]


  1. ^ "Asia's top 1000 brands" 2007 Synovate research published by Haymarket Media ltd, Hong Kong Archived June 4, 2011, at the Wayback Machine.
  2. ^ Malaisie-France, Institut Terjemahan & Baku Malaysia Bhd ISBN 978-967-430-264-1
  3. ^ The French in Singapore (1819-today), Edition Didier Millet Pte Ltd (2011) ISBN 978-981-4260-44-2
  4. ^ Commerce et colonisation en Indochine (1860-1945): Les maisons de commerce françaises, un siècle d'aventure humaine Les Indes Savantes ISBN 2-84654-063-2
  5. ^ The French in Singapore (1819-today), Edition Didier Millet Pte Ltd (2011) ISBN 978-981-4260-44-2
  6. ^ Malaisie-France, Institut Terjemahan & Baku Malaysia Bhd ISBN 978-967-430-264-1