Family-owned Asian cooking brand, Mr Chen’s, has revamped its cooking sauce line-up, introducing three new varieties of BBQ sauce, and Easy Squeeze bottles across the range.
As Asian cuisine continues to grow in popularity, the company stated that expanding into the mainstream condiment aisle places the brand alongside familiar Western sauces, making it easier for shoppers to discover and incorporate Asian flavours into everyday cooking.
Mr Chen’s is leading the flavour innovation charge in this sector, introducing a new BBQ range made with soy sauce and mirin to an already extensive product line-up. Available in three variants – Japanese BBQ Sauce, Hot Honey BBQ Sauce and Gochujang BBQ Sauce – the versatile range is designed to inspire new cooking occasions and can be used to dip, drizzle or glaze.
The launch taps into strong global momentum in the BBQ category, highlighting the opportunity to bring new flavour innovation – including Asian-inspired twists – into a familiar and growing condiment segment.
Alongside the new flavours, Mr Chen’s has introduced its new Easy Squeeze bottle format across the range of cooking sauces, aiming to simplify how consumers use Asian sauces in everyday cooking. The new format addresses a key pain point of dispensing thicker sauces, like hoisin, from traditional glass bottles. The easy squeeze design allows sauces to flow, giving consumers greater control to portion, reduce mess and minimise waste.
Mr Chen’s co-CEO, Lucy Chen, said the company’s easy-to-use sauces provide a complete solution for Asian meals.
“The new Easy Squeeze bottles make it simple and convenient for shoppers to use our sauces, removing the frustration of cooking with thicker sauces and helping people stay in the moment as they enjoy a delicious bowl of noodles or their favourite dish,” said Chen.
“At Mr Chen’s we believe good food has the power to bring feel-good moments to the table, and this new format is designed to make great tasting Asian cooking easier, cleaner and more enjoyable. So there is more time for quality moments with your loved ones.”
The company stated the new packaging and product innovation strengthens the complete Mr Chen’s sauce range, helping drive discovery and growth across both the Asian and condiment aisles. The full range includes:
- NEW Japanese BBQ Sauce
- NEW Hot Honey BBQ Sauce
- NEW Gochujang BBQ Sauce
- Hoisin Sauce
- Dumpling Sauce
- Dark Soy Sauce
- Soy Sauce
- Fish Sauce
- Oyster Sauce
- Teriyaki Sauce
- Sweet Soy Sauce
- Rice Wine Vinegar
- Pure Sesame Oil
- Sweet Chilli Sauce
Mr Chen’s cooking sauces are available in Woolworths stores nationally, starting from RRP $3.00.
