Alfred Clouët
Alfred Clouët, a French taste explorer from Le Havre, put aside his father's tailoring business to set out to conquer new tastes in Asia, in Singapore.
The birth of the A. Clouët company
Very quickly in the year 1892, he registered his own import-export company, A. Clouet & Co. He started by importing Menier chocolate, Bordeaux wine, and even perfume in Asia.
For about thirty years, Alfred Clouët developed his business in a fascinating way and discovered exotic flavors that were previously unknown: spices, curries, peppers, coconut milk, and a whole list of extraordinary recipes.
The first canned food
A. Clouët decided to explore another product considered premium at the time: canned food. Being imported, they were generally out of reach of ordinary people. However, Clouet was determined to bring them to the masses. He was one of the pioneers in marketing canned products in Southeast Asia (canning was an avant-garde technology at the time, consisting of preserving food for longer and better preservation).
In the year of 1899, he began marketing canned sardines. Clouet expanded his range to include other canned foods such as mushrooms and peas, but sardines proved to be especially popular.
A. Clouët becomes Ayam Brand™
The brand quickly became well-known, and Alfred Clouët's canned products were quickly identified by the rooster depicted in the brand's logo. Regular customers began referring to the brand as "chop ayam," meaning "chicken brand" in Malay.
Management then decided to change the company's official name to Ayam Brand™.
Paris Universal Exhibition
Marketing genius Alfred Clouët showcased his products at the Paris Universal Exhibition 1900 and earned medals that greatly contributed to its brand reputation.
A family business
The A. Clouët company was bought by the Denis Frères family company.
Therefore, Ayam Brand™ remains an 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, the United Kingdom and New Zealand.
Denis Group has a history 158 an interesting year. Founded in the year 1862 By Etienne Denis, the Group's vision, mission, solid values and business principles provide the basis for this extraordinary longevity.
Denis Group draws strength and stability from three distinct sectors, where the Group is able to achieve and maintain a high level of professionalism, coupled with a historic innovative spirit: food & beverage, health sciences, and consumer goods distribution.
Food & beverage activities that started in the year 1954 when Denis Group took over A. Clouet's company in Malaya with its core food business: Ayam Brand™.
Ayam Brand™ Until Now
Since 1892Ayam Brand™ has been committed to providing healthy, natural products of superior quality. From Malaysia to Singapore to Thailand, and everywhere in between, our products capture the true essence of the Asian experience—a diverse culture, each with its own flavor traditions and local influences. Thus, providing a versatile range of delicious products designed to inspire hundreds of delicious recipes.
We are dedicated to making delicious, healthy products, free from allergens, preservatives, and artificial colors - just real food of the highest quality.
Ayam Brand™ helps you create unforgettable meals easily, now and for generations to come.
Brand and its commitment to the planet
Denis Group became a member of the Global Compact, the Singapore Network, and subsequently pledged to integrate 10 principle United Nations Global Compact into our corporate governance and respect it. Our ESG reports transparently monitor the company's progress on environmental, social, and governance commitments.
For sustainable palm oil
Ayam Brand™ is proud to be a founding member of SASPO (Asia Support for Sustainable Palm Oil), a WWF® Singapore initiative, 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 flora and fauna habitat in Asia, the production area.
