Ayam

What Ayam does

Ayam is a consumer packaged goods (CPG) brand specializing in Asian food ingredients and ready-to-use meal solutions for the Australian market. The brand is operated by A. Clouet (Australia) Pty Limited (ABN 38 085 458 635), a subsidiary of the Singapore-headquartered Denis Group (Denis Asia Pacific), a diversified food conglomerate with regional operations across Singapore, Malaysia, China, Hong Kong, Japan, Thailand, Vietnam, the United Kingdom, and France. Australian operations run from an office at 11 Melissa Place, Kings Park NSW. The company serves home cooks and families seeking authentic Asian cuisine ingredients, dietary-restricted consumers (gluten-free, vegan, dairy-free, allergen-sensitive), and, secondarily, food service operators.

The product portfolio is broad and category-spanning: coconut products (milk and cream in regular, light, and organic variants across multiple sizes), a large meal-paste range (Thai, Malaysian, Indonesian, Japanese, Vietnamese, and Sichuan curry, stir-fry, rice, and soup pastes), Asian and ready-meal sauces, soy sauces, condiments (sesame oil, chilli oil, sambal, curry powder), an extensive noodle line (rice, vermicelli, and Japanese udon/ramen/soba/somen), and canned fish (tuna, sardines, mackerel, crab). The company competes on formulation rather than technology, positioning products as 100% natural, free from preservatives, added MSG, trans-fat, and GMO ingredients. Quality and safety credentials include Coeliac Australia gluten-free endorsement, HACCP and ISO 9001:2008 certifications, EU and USA FDA registration for seafood, and BPA-free coconut packaging.

The business model is CPG unit sales through two channels: direct-to-consumer e-commerce via ayam.com (national shipping via Australia Post, GST-inclusive per-unit pricing, signature-on-delivery), and retail distribution through major Australian grocery chains — Woolworths, Coles, and specialty retailer Harris Farm. Marketing is executed through organic social (Facebook, Instagram, YouTube), the Club AYAM email newsletter, and recipe-driven content marketing. Retail distribution is the dominant revenue mechanic given the mass-grocery footprint, with the DTC store as a supplementary channel.

Name

Ayam

Legal name

A. Clouet (Australia) Pty Limited

Website

https://ayam.com

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

1–10 employees

Short description

Ayam is an Australian-market Asian food CPG brand — coconut products, meal pastes, sauces, noodles, and canned fish — sold via Woolworths, Coles, Harris Farm, and its own e-commerce store, operated by A. Clouet (Australia) under Singapore's Denis Group.

Ownership category

akta.pro rank

Headquarters

HQ city

Kings Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct Consumer Sales: Ayam generates revenue through direct online sales via their e-commerce store (ayam.com) where customers can purchase products for home delivery across Australia. Orders are processed and shipped via Australia Post.
2. Retail/Distribution Sales: Ayam products are sold through major Australian retail chains including Woolworths, Coles, and Harris Farm, generating revenue through traditional retail distribution channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Ayam is an Australian consumer food brand that manufactures and sells Asian cooking ingredients and ready-to-use meal solutions, including coconut milk and cream, Asian curry/stir-fry/rice/soup pastes, Asian cooking sauces, noodles, canned fish and seafood, and condiments. Products are formulated without preservatives, added MSG, trans-fat, or GMOs, and many are gluten-free certified and endorsed by Coeliac Australia. The brand sells directly to consumers through its own e-commerce store at ayam.com and distributes through major Australian supermarket chains (Woolworths, Coles, Harris Farm) and specialty Asian grocers.

Product overview

Ayam is a food products company that offers a comprehensive portfolio of Asian food ingredients and ready-to-use products. The core product line consists of Coconut products (Coconut Milk, Coconut Cream in various sizes including Regular, Organic, and Light variants), Meal Pastes (including curry pastes such as Thai Red/Green/Yellow/Massaman/Panang, Malaysian Rendang/Nyonya/Laksa, Indonesian Balinese, Japanese Curry, stir fry pastes like Thai Chilli Jam/Sichuan Mapo Tofu/Pad Prik Khing, rice pastes including Thai Fried Rice/Nasi Goreng/Hainanese Chicken Rice, and soup pastes like Vietnamese Pho), Sauces (Asian Sauces, Satay sauces, ready meal sauces like Korean Japchae/Pad See Ew/Pad Thai), Soy Sauces, Condiments (Sesame Oil, Chilli Oil, Sambal Oelek, Curry Powder, Satay Seasoning), Noodles (including Rice Noodles, Rice Vermicelli, Brown Rice Vermicelli, Rice Flake, Rice Noodle Nests, Instant Noodles, Japanese varieties like Udon/Ramen/Soba/Somen), Fish products (Tuna, Sardines, Mackerel, Crab Meat in various sauces and formats), and specialty products. The company positions itself as offering 100% natural ingredients without preservatives, added MSG, or genetically modified ingredients, with many products certified Gluten Free (Coeliac Australia endorsed) and suitable for vegan diets.

Differentiator

Problem solved

Functional benefit

Brands

• Ayam Brand™: Brand used for fish products (e.g., Ayam Brand™ Flakes Tuna)
• Ayam Brand™

Products and services

• Coconut Milk and Coconut Cream range Coconut kernel extract-based dairy-free coconut milk and cream for home cooks, bakers, and food service operators preparing Asian and tropical cuisine. Available in regular, light, and organic variants with BPA-free lining.
• Asian Curry Pastes Ready-to-use Asian curry pastes (Thai, Malaysian, Indonesian, Japanese varieties) for home cooks and restaurants preparing authentic curry dishes. Several variants are gluten-free and Coeliac Australia endorsed.
• Asian Stir Fry Pastes Ready-to-use Asian stir fry pastes (Thai chilli jam, Sichuan mapo tofu, Pad Prik Khing, basil chilli, Malaysian sambal, and sambal shrimp) for home stir fry preparation. Includes vegan and preservative-free options.
• Asian Rice and Soup Pastes Ready-to-use rice and soup pastes (Thai fried rice, Malaysian nasi goreng, Singaporean Hainanese chicken rice, Vietnamese pho) for fast preparation of traditional Asian rice dishes and soups at home.
• Asian Cooking Sauces (Satay, Soy, Oyster) Ready-to-use Asian cooking sauces (satay sauce, satay marinade, light soy, oyster, XO) for home cooks and restaurants preparing Asian dishes. Several variants are 100% natural and gluten-free.
• Ready Meal Sauces (Pad Thai, Pad See Ew, Korean Japchae) Ready-to-use sauces for Asian noodle dishes (Korean Japchae, Thai Pad See Ew, Pad Thai) for fast home meal preparation.
• Asian Noodles (Rice, Instant, Japanese) Asian noodles including rice noodles, brown rice vermicelli, rice flake noodles, instant noodles, and Japanese varieties (Udon, Ramen, Soba, Somen). For home cooks and restaurants preparing stir-fries, soups, and Asian noodle dishes. Several variants are gluten-free and vegan.
• Canned Fish and Seafood (Tuna, Sardines, Mackerel) Wild-caught canned fish and seafood (tuna flakes in oil, tuna mayonnaise, sardines in tomato sauce, mackerel in tomato sauce) for sandwiches, salads, and Asian cooking. Produced under HACCP and ISO 9001:2008 with EU and USA FDA registration; tuna sourced from non-endangered species.
• Asian Condiments (Sesame Oil, Chilli Oil, Sambal, Curry Powder, Tamarind) Asian condiments and pantry essentials (pure sesame oil, crispy chilli oil, sambal oelek, curry powder, satay seasoning, tamarind puree) for home Asian cooking.

Quantifiable outcome

• Products certified gluten-free by independent laboratory testing
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• Coeliac AustraliacoreStrategic or Co-development PartnerCoeliac Australia provides endorsement for Ayam's gluten-free products. Products are tested by independent laboratories and certified gluten-free. This endorsement provides credibility for consumers requiring gluten-free dietary options.
• WoolworthscoreChannel Partner/ Reseller/ DistributorMajor Australian supermarket chain distributing Ayam products across all store locations nationwide. Products available in the Asian ingredients section.
• ColescoreChannel Partner/ Reseller/ DistributorMajor Australian supermarket chain distributing Ayam products across all store locations nationwide. Products available in the Asian ingredients section.
• Harris FarmcoreChannel Partner/ Reseller/ DistributorSpecialty food retailer distributing Ayam products in-store, focusing on premium and specialty food items. Products featured in the Asian ingredients section.
• Denis GroupflagshipOthersParent company of the Ayam brand. Denis Group controls and operates the ayam.com website from headquarters in Singapore. The group includes Denis Asia Pacific with operations in Singapore, Malaysia, and other regional markets. Ayam Sarl holds the copyright for website elements.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sharwood's: Sharwood's, owned by Mars, offers Asian meal pastes, sauces, and noodles widely distributed through Woolworths and Coles in Australia, competing head-to-head with Ayam on shelf space and brand awareness.
• Blue Dragon: Blue Dragon produces Asian sauces, noodles, and meal kits distributed in Australian supermarkets. It competes with Ayam in the ready meal sauces, noodles, and pastes aisles.
• Amoy Food: Amoy produces Asian sauces, noodles, and condiments with established presence in Australia through major grocery chains. It is a direct competitor to Ayam across multiple Asian meal-kit and sauce categories.
• Asian Home Gourmet: Asian Home Gourmet offers Asian meal-kit pastes and sauces with strong retail presence in Australia and internationally, similar to Ayam's curry paste and stir-fry paste product lines.
• Aroy-D: Aroy-D, by Thai Agri Foods, specializes in coconut milk and cream products sold globally including Australia. Its coconut product overlap positions it as a direct peer to Ayam's coconut category.
• Thai Taste: Thai Taste, owned by McCormick, produces Thai curry pastes and sauces. Its core Asian-ingredient overlap and presence in Australian supermarkets make it a direct comparable to Ayam's curry paste range.

Broad incumbents

• Mama: Mama, by Thai President Foods, is one of the world's largest instant noodle brands with strong Australian distribution. Its noodle portfolio overlaps with Ayam's instant and Asian noodles offering.
• Lee Kum Kee: Lee Kum Kee is a global Asian sauce heavyweight with extensive retail and foodservice distribution including Australia. It is a broader incumbent whose soy and stir-fry sauces overlap with Ayam's range.

Emerging players

• Megachef: Megachef is an Australian-distributed Asian sauce and condiment brand. Its niche positioning in Asian staples makes it a comparable emerging player to Ayam in the retail Asian ingredients aisle.

Regional players

• SBS Foods: SBS Foods is an Australian importer and distributor of Asian food brands. It overlaps with Ayam in sourcing and distributing Asian ingredients to Australian retail and foodservice channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCgMhSai0k-JNAkAVsI6270A
• Facebookfacebook.com/AyamAustralia
• Instagraminstagram.com/ayamaustralia
• LinkedInlinkedin.com/company/ayam

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ayam