Ayam Brand
Encyclopedia
Ayam Brand or Ayam is one on the oldest consumer brands in Asia. Ayam means “rooster” in Malay and the iconic product is historically the canned sardines in tomato sauce.
Ayam Brand is a shelf stable food brand. The production is yearly over 60 million cans and employs around 1000 workers, staff and managers. The main products are canned fish (sardines, mackerel, tuna), Asian ingredients (coconut, Asian sauces and pastes), fruit and vegetable (especially baked beans)
A 2007 consumer survey done by Synovate ranked Ayam Brand among the first 200 consumer brands in Asia, ahead of reputable names such as Nissan, L’Oréal, Heinz or American Express. (Ayam Brand was ranked 179th for the year 2007).
. 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. 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.
Ayam Brand is a shelf stable food brand. The production is yearly over 60 million cans and employs around 1000 workers, staff and managers. The main products are canned fish (sardines, mackerel, tuna), Asian ingredients (coconut, Asian sauces and pastes), fruit and vegetable (especially baked beans)
A 2007 consumer survey done by Synovate ranked Ayam Brand among the first 200 consumer brands in Asia, ahead of reputable names such as Nissan, L’Oréal, Heinz or American Express. (Ayam Brand was ranked 179th for the year 2007).
History
Alfred Clouet, a French citizen, founded Ayam Brand in 1892 in Singapore, which was at this time part of British MalayaBritish Malaya
British Malaya loosely described a set of states on the Malay Peninsula and the Island of Singapore that were brought under British control between the 18th and the 20th centuries...
. 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. 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.