Family-owned Asian cooking brand, Mr Chen’s, has expanded and updated its noodle range, following a revamp of its cooking sauce line-up in March. The brand aims to meet evolving shopper demand for high-protein, convenient and restaurant-quality meal solutions at home.
With Australians increasingly seeking quick, nutritious and globally inspired meals, the Mr Chen’s new lineup aims to deliver across multiple high-growth occasions – from premium dinner solutions to fast, on-the-go meals – supporting its ambition to become a staple brand in Aussie households for any Asian dish.
In line with this goal, Mr Chen’s Signature Series Noodles has now launched new Extra Wide Hand Pulled Noodles (400g) – a premium format designed to bring authentic, restaurant-style texture and bite into the home kitchen. To further build depth within the Signature Series Noodles, Mr Chen’s is also introducing:
Sweet Potato Glass Noodles (300g) – perfect for Korean-style japchae
Rice Ribbon Noodles (300g) – ideal for dishes like Pad See Ew
Hand Pulled noodles are traditionally known for their thickness, chew and ability to absorb bold flavours, delivering a satisfying, restaurant-quality eating experience at home. The Signature Series Noodle range is designed to hero texture and mouthfeel – from the springy bite of Hand Pulled Noodles to the sauce-grabbing width of the Extra Wide variant, the bouncy chew of Sweet Potato Glass Noodles and the silky finish of Rice Ribbon Noodles.
Mr Chen’s co-CEO, Nancy Chen, said consumers are looking for meals that deliver on flavour, nutrition and convenience.
“Noodles are at the centre of that shift, with a projected revenue of $1.93 billion for pasta and noodles in Australia by 2030,” said Chen.
“At Mr Chen’s, we believe food should be a shortcut to feel good moments, which is why our expanded and updated range, led by the Extra Wide Hand Pulled Noodles, brings restaurant-quality eating experiences into the home while also meeting demand for high-protein and quick meal solutions. We’re proud to offer retailers a complete noodle range that supports multiple shopper missions.”
The complete range includes:
- Signature Series Noodle Range
Hand Pulled Noodles 400g
NEW Extra Wide Hand Pulled Noodles 400g
NEW Sweet Potato Glass Noodles 300g
NEW Rice Ribbon Noodles 300g - Wet Noodles (Microwavable)
Singapore Noodles 200g
Udon Noodles 200g
Hokkien Noodles 200g - Dry Noodles
Thin Egg Noodles 500g
Thick Egg Noodles 500g
Vermicelli Rice Noodles 500g
Mr Chen’s expanded noodle range is now available in Woolworths stores nationally, ranging from RRP $2.00 to $3.80.
