Instant noodles producer Mr Lee’s Pure Foods has appointed Monde Nissin Australia as its distributor to its network of independent stores across Australia.
After winning a battle with stage 4 cancer, Melbourne born entrepreneur Damien Lee launched the brand is using only the finest ingredients with no nasties. The range has market-leading portions of real veggies and meats including RSPCA chicken.
Lee’s mission is to shake up instant noodles’ reputation as unhealthy and improve the ready meals category.
Mr Lee’s Australia director Greg Longhurst said both parties were excited to work together. “Monde Nissin was very enthusiastic to have us on board. They were moved by Damien's story and impressed by the ‘why’ behind the brand.”
Longhurst said Monde Nissin was a good fit for Mr Lee’s, with its mission to improve people’s lives and their holistic wellbeing.
“Our values are about giving back and educating consumers on better food choices. It has been at the core of the company from the start,” he said.
Distribution will begin with New South Wales, Victoria/Tasmania, South Australia, Western Australia. It will move into Queensland from 2021.
Longhurst said because of the type of product, it will be placed in a few sections around the store – Noodles Section, Asian Section and Ready to Eat Lunch section.
Mr Lee’s Pure Foods is also being exported to Europe and has recently launched nationwide in the US.