Alfred Clouet, a French citizen, founded Ayam Brand in 1892 in Singapore, which was at this time part of British Malaya. The business was focused on the food supply for colonial staff and the building materials. The food brand was created to be a seal of quality. Canned food was quite a luxury, the high-tech product of that time! The genius idea of A.Clouet was to take a local name, which made the branding indigenous.
In 1954, the company was taken over by the Denis Frères Group of Companies.[2] 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 expended out of its historical boundaries after the fifties. 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 reputable brand for Asian quality cooking ingredients in Asian cuisine markets like Australia, New Zealand, France or United Kingdom.
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