Illustrated Coastal scene inspired by Southeast Asia, near Singapore.

Ayam Brand

Southeast Asia's most iconic sardine brand, founded in Singapore in 1892, cans imported cold-water pilchards of the Sardinops and Sardina genera at Taiping, Perak, not tropical sardinella.

At a glance

Notable facts

• The company's official FAQ states its sardines are exclusively of the Sardinops or Genus Sardina species, from North-Western and Eastern Pacific waters, Southern Indian Ocean waters and North-Western Atlantic waters, imported frozen for canning in Malaysia.
• The rooster logo was chosen as a symbol of France; the name Ayam is Malay, adopted because customers could not pronounce Clouet.
• Acquired in 1954 by Denis Freres, now the Denis Group, a French family trading house founded in 1862.
• The Malaysian range runs to 13 sardine SKUs and the Singapore range to 20, all halal certified with a no-preservative positioning.

Behind the tin

Ayam Brand is packed at Ayam Brand Taiping Cannery in Taiping, Perak, Malaysia.

The brand is owned by Denis Group.

Products

Compiled from public reporting and the brand's own materials. Spot something we got wrong? Tell us.
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