The humble can of sardines is getting a flavour upgrade.
Ayam Brand has introduced two new sardine variants in Malaysia, bringing a little more heat and sweetness to one of the country’s most familiar pantry staples.
The launch is also accompanied by a nationwide contest offering RM150,000 worth of prizes, with a Proton e.MAS 5 among the rewards up for grabs.
Two New Takes on a Familiar Favourite
First up is the new Fried Sardines in Chili Sweet Soya Sauce, which combines fried sardines with a sweet and spicy soy-based sauce.
For those who prefer the classic tomato-based version, there’s Sardines in Tomato Sauce with Chili, adding an extra chilli kick to the familiar rich tomato sauce.
Both are designed to work either straight from the can or as a convenient starting point for home-cooked meals, whether you’re pairing them with rice, adding vegetables or putting your own spin on a favourite sardine recipe.
The two additions also tap into something Malaysians have been doing for generations: taking a simple can of sardines and turning it into something distinctly their own.
And with RM150,000 in prizes tied to the nationwide launch, including the chance to win a Proton e.MAS 5, there might be an extra reason to have sardines on the grocery list this time around.