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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 the company A. Clouët

Very quickly in 1892, Alfred Clouët created his own import-export company, A. Clouet & Co. He began by importing Menier chocolate, Bordeaux wines and even perfumes into Asia.

For about thirty years, Alfred Clouët developed his business in a dazzling way and discovered exotic flavors hitherto unknown; spices, curries, peppers, coconut milks and a whole repertoire of fabulous recipes.




The first canned food

A. Clouët decided to explore another product considered premium at the time: cans.

Being imported goods, cans were expensive at the time, beyond the reach of the general public. But A. Clouët is determined to make them accessible to everyone. He was also one of the pioneers in the marketing of canned food in Southeast Asia (canning is an avant-garde technology for the time, which consists of canning food in order to obtain a longer and better conservation of these).

In 1899, he began to market canned sardines, which proved to be very popular. Then he broadened his range of preserves to other products.




A. Clouët becomes Ayam Brand ™

The brand quickly became known and A. Clouët cans were quickly identified by the rooster represented on the brand's logo. Regular customers then began to call the brand “chop ayam”, which means “the brand of chicken” in Malay.

The management then decides to change the official name of the company 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 ™ 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 ™ is now marketed in over 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 group's vision, mission, solid values ​​and commercial principles constitute the foundations of this exceptional longevity.

Denis Group draws its strength and stability from three different sectors, in which the group is able to achieve and maintain a high level of professionalism, associated with a spirit of historical innovation: food and beverages, science of health and the distribution of consumer goods. The agrifood business began in 1954 when Denis Group bought the company A. Clouet in Malaysia with its main food business: AYAM ™.




AYAM ™, coconut expert

At the start of the XNUMXst century, the AYAM ™ brand became a leader in coconut milk, sauces and curry ingredients. The AYAM ™ brand is considered the ambassador of Southeast Asian cuisines to the world.

AYAM ™ continues to develop its range of coconut products. Milks, creams, sugar, oil, or even water and 100% natural coconut milk; AYAM ™ becomes coconut expert.




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 on environmental, social and governance commitments.




For sustainable palm oil

AYAM ™ is proud to be one of the founding members of SASPO (Asia Support for Sustainable Palm Oil), an initiative of WWF® Singapore.

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.




Launch of the organic range in France

AYAM ™ develops and launches in France its first range of organic products, certified by Ecocert.




AYAM ™, Top Green Companies in Asia

The Denis Asia Pacific group (Ayam Brand) received the Top Green Companies in Asia award; result of work at all levels to reduce its impact on the environment. ?




Launch of the 1st instant noodles with 100% natural seasoning sachet

The AYAM ™ teams constantly question themselves in order to innovate and improve products for even more naturalness and quality.

In April 2020, the brand is launching the 1st instant noodles with a bag of 100% natural seasoning in France.


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