From adding an extra kick of chilli to pairing it with different ingredients, Malaysians have long made sardines their own. Celebrating the creativity that has turned one humble pantry staple into countless home-cooked favourites, Ayam Brand™ today introduces its new Fried Sardines in Chili Sweet Soya Sauce and Sardines in Tomato Sauce with Chili, giving Malaysians even more ways to enjoy a familiar favourite.
Inspired by flavour profiles that already resonate with local palates, the two new variants build on the versatility that has made sardines a staple across generations. Whether served straight from the can, enjoyed with rice or bread, or transformed into a treasured family recipe, the new flavours are created to complement the many ways Malaysians already cook.
The Fried Sardines in Chili Sweet Soya Sauce pairs savoury fried sardines with the sweet-spicy notes of chili sweet soya sauce, while the Sardines in Tomato Sauce with Chili combines the familiar richness of tomato sauce with an invigorating chilli kick. Both variants are made to be enjoyed on their own or as the foundation for a variety of home-cooked dishes, offering greater convenience without compromising on flavour.
Like every Ayam Brand™ product, the new sardine variants contain no added preservatives, while naturally providing Omega-3 and high-quality protein. Whether you’re whipping up a quick lunch, adding extra flavour to noodle or porridge, or simply enjoying them fresh off the pan, they offer a wholesome and convenient meal solution for busy households looking for both taste and quality
“Sardine has always had a special place in Malaysian homes; they’re part of our food culture,” said Teoh Wei Ling, Marketing Director at Ayam Brand™. Every family has their own way of enjoying sardines, from simple home-cooked meals to treasured recipes passed down through generations. Our new flavours were inspired by that everyday creativity, and we wanted to celebrate that by giving Malaysians an even broader canvas to create meals that suit their own tastes and traditions.”
To celebrate the launch, Ayam Brand™ is inviting the nation to join its Nationwide Contest, running from 1 September to 31 October 2026.
Participation is simple:
Beli – Purchase RM20 and above of Ayam Brand™ products in a single receipt.
Imbas QR – Scan the QR code on Ayam Brand™ banners and upload the receipt.
Menang – Stand a chance to win exciting prizes!
With prizes worth up to RM150,000 for grabs, lucky winners stand a chance to walk away with a range of prizes, including the grand prize of a Proton e.MAS 5, along with cash prizes, air fryers and e-Wallet credits to be won.
The new Ayam Brand™ Sardine in Tomato Sauce with Chili and Fried Sardines in Chili Sweet Soya Sauce are now available at major supermarkets and hypermarkets nationwide. For full contest details and terms and conditions, visit ayambrand.com.my/belidanmenang and follow @ayambrandmy. on Instagram.