Alfred Clouet, a French citizen, founded Ayam Brand in 1892 in Singapore, which was at this time part of British Malaya. The business focused on supplying food for colonial staff and along with building materials. The food brand was created to be a seal of quality as canned food was then regarded as a luxury, inaccessible to the common man on the street. Clouet took the rooster for the logo of the brand. The brand name was self generated by local traders and consumers, as they started referring to the canned sardines or salmon as « Ayam Brand » (Ayam being the Malay word for Chicken or rooster).

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 in the 19th and first half of the 20th centuries, the brand only expanded out of its historical boundaries after the 1950s. 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 brand for cooking ingredients in Asian cuisine markets like Australia, New Zealand, France, and the United Kingdom.

According to worldkings.org