Mr Chen’s is expanding its presence in the frozen aisle with the launch of three new multi-serve premium frozen meal solutions, giving consumers a convenient way to enjoy authentic Asian-inspired meals at home, pan fried in just 15 minutes.
Available in the frozen food aisle, the new range features takeaway inspired flavours:
- Chicken Chow Mein Noodles – tender chicken, noodles and crisp vegetables with an authentic soy sauce for two.
- Korean Style Beef Noodles – juicy beef, silky noodles and crisp vegetables in a bold Korean-style sauce for two.
- Chinese Chicken Fried Rice – fluffy fried rice with chicken, vegetables and a savoury sauce for two.
Designed to elevate the frozen category beyond traditional single-serve options, each meal kit contains separate protein, noodles or rice, vegetables and authentic sauce components, delivering a more premium and satisfying eating experience.
The new range is also high in protein, a good source of fibre and contains no artificial colours, flavours or preservatives.
“Asian cuisine consistently ranks among Australians' favourite food choices, yet the frozen category remains heavily under-indexed in authentic Asian meal solutions,” said Nancy Chen, Co-CEO of Mr Chen's.
“Mr Chen's identified a gap for a premium, multi-serve frozen offering that delivers the authenticity consumers expect from an Asian food brand, while providing the convenience and value they're increasingly seeking.
“Why wait for an Uber delivery when in three simple steps you can heat and eat? Our new Meal for 2 range combines authentic sauces, quality proteins, vegetables and noodles or rice in a complete meal solution that's ready in just 15 minutes.
“With generous serving sizes, meat and vegetables accounting for up to almost half of the meal, and an average cost of approximately $7.50 per serve, we're offering consumers a more affordable and convenient way to enjoy an elevated Asian dining experience at home without compromising on taste, quality or authenticity.”
To support the launch, Mr Chen’s will roll out a social media consumer education campaign highlighting the simplicity of preparation, premium ingredient credentials and the benefits of having a complete Asian meal solution available in the freezer, plus retailer activities including a ‘Fakeaway Activation with Cartology, in-store point of sale, bus stop and in aisle videos.
Mr Chen’s Meal for 2 range is available in the frozen meals’ aisle at Woolworths nationally (RRP $15).
