A new frozen meal kit brand is readying for a UK launch next month, following success in Malaysia and Singapore.
Chefees offers recipe boxes containing ingredients which have been flash frozen, ready for recipients to store in their freezers until they are ready to cook.
The company says freezing at source means the food is more flavoursome and fresh “unlike traditional frozen meals that are cooked before freezing” and offer “flexibility to store meals without the pressure of immediate consumption” unlike traditional meal kit brands “like Gousto and HelloFresh, which require immediate use of fresh ingredients”.
The company was launched just before the Covid pandemic by entrepreneurs Brandon Lim and Khiara Mia as ‘Meals in Minutes’ in Malaysia, later expanding into Singapore.
“Our vision is to establish Chefees as the leading frozen meal kit provider in the UK, with a long-term goal of expanding across Europe,” the company told The Grocer.
The company said it saw the UK as “an ideal next step” given its receptiveness to meal kits and robust frozen food market.
“Fresh meal kits have a short shelf life, meaning you must cook them within a few days to avoid waste,” the founders said. “With Chefees, you don’t have to worry about ingredients expiring too soon. Our meals stay perfectly preserved in the freezer for over a year, allowing you to cook when it’s most convenient for you.”
Chefees’ meals come fully prepped, “eliminating the need for chopping, dicing or creating a mess in the kitchen” while protein arrives frozen and raw “ensuring a superior taste and texture when freshly prepared”.
As well as a direct to consumer offering, the company is also planning to sell into retail, having successfully secured listings at major grocery retailers across Singapore and Malaysia. “We aim to replicate this success in the UK by partnering with major supermarkets, such as Waitrose and Sainsbury’s,” the founders said.
Chefees also sees “significant potential in the B2B sector”. In Southeast Asian markets products are also supplied to Sheraton hotels, 7-Eleven and Shell fuel stations, as well as popular coffee chains in the region. “We plan to implement a similar strategy in the UK, collaborating with large food service operators to bring our high-quality, convenient meal solutions to a wider audience,” the founders said.
Initially meals will be produced in the company’s existing facility in Malaysia. Products will be imported then stored and managed by Oaklands International, the logistics provider of Mindful Chef and others, which will oversee picking, packing and last-mile delivery to customers.
“Looking ahead, if the brand gains strong traction in the UK, we plan to establish local manufacturing to source ingredients domestically, reduce lead times and further scale our operations. This move would create new job opportunities and strengthen our presence in the UK market,” Chefees said.
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