Alfred Clouet
Alfred Clouët, a French explorer of tastes from Le Havre, puts aside his father's tailoring business to set out to conquer new tastes in Asia, in Singapore.
The birth of A. Clouët's company
Very fast in years 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 some thirty years, Alfred Clouët developed his business in a dazzling way and discovered hitherto unknown exotic tastes; spices, curries, peppers, coconut milk and a whole list of amazing recipes.
The first canned food
A. Clouët decided to explore another product that was considered premium at the time: canned food. Being imported goods, they are generally beyond the reach of ordinary people. However, Clouet is determined to bring them to the masses. He was one of the pioneers in the marketing of canned products in Southeast Asia (canning was an avant-garde technology at that time, which consisted of canning food to achieve longer and better preservation).
In the year of 1899, he started marketing canned saden. Clouet expanded his range to include other canned goods such as mushrooms and peas, but sardines proved especially popular.
A. Clouët becomes the Ayam Brand™
The brand quickly became known and Alfred Clouët's canned products were quickly designated by the rooster represented on the brand's logo. Regular customers started referring to the brand as "chop ayam" which means "chicken brand" in Malay.
Management then decided to change the company's official name to Ayam Brand™.
Paris Universal Exhibition
A marketing genius, Alfred Clouët exhibits his products at the Paris Universal Exhibition 1900 and earned medals which greatly contributed to its brand reputation.
A family business
The A. Clouët company was purchased by the Denis Frères family company.
As such, 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, United Kingdom and New Zealand.
The Denis Group has history 158 interesting year. Established in 1862 by Etienne Denis, the Group's vision, mission, unwavering values and business principles provide the basis for this extraordinary longevity.
The Denis Group derives strength and stability from three distinct sectors, in which the Group was able to achieve and maintain a high level of professionalism, paired with a hostorically innovative spirit: food & beverage, health sciences, and consumer goods distribution.
Food & beverage activities that started in 1954 when Denis Group took over A. Clouet's company in Malaya with its main food business: Ayam Brand™.
Ayam Brand™ Until Now
Since 1892, Ayam Brand™ has been committed to providing healthy and natural products with superior quality. From Malaysia to Singapore to Thailand and everywhere in between, our products capture the true essence of the Asian experience - a variety of cultures, each with its own flavor traditions and local influences. As such, providing a versatile range of delicious products designed to inspire hundreds and hundreds of delicious recipes.
We're dedicated to making delicious, healthy products free of allergens, preservatives and artificial colors - only real food of the highest quality.
Ayam Brand™ helps you easily create memorable meals, now and for generations to come.
The brand and its commitment to the planet
Denis Group became a member of the Global Compact, the Singapore Network, and then promised to integrate 10 principle United Nations Global Compact into our corporate governance and respect it. Our ESG report publicly monitors the company's progress on 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), a WWF® Singapore initiative, since 2016.
The Alliance's vision is to make certified sustainable palm oil the industry standard for ending Asia's air pollution, deforestation, and loss of habitat for Asian flora and fauna, production areas.
