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

Evidence & uncertainties

Overall sourcing confidence for this profile: ✓ verified — corroborated by two or more sources.

Species — Confirmed: Latin name shown on packaging or certification. This brand spans more than one species across its range; the per-product species above are the precise picture.