Our Story



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.




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.




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™.




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.




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

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.




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.