Stepping up to the plate

Meals in Minutes co-founders Brandon Lim and Khiara Mia. — Photos: Meals in Minutes

FOR the time-strapped urban professional, finding balanced meals that hit the golden trifecta of convenience, nutrition and taste can be challenging. While many would like to incorporate more home-cooking into their lives, most hectic schedules leave little room for the planning, shopping, prepping, and washing up attached to it.

The prospect is even more daunting for those who don’t know their way around a kitchen. As a result, options like takeaway, food delivery and dining out often win out. However, Meals in Minutes, a ready-to-cook meal kit company founded in Malaysia, is well on its way to changing this.

With the aim of simplifying and shortening the cooking process, the start-up’s frozen vacuum-packed food kits allow customers to dish up satisfying, hassle-free meals in a flash.

Co-founders Brandon Lim and Khiara Mia came up with the concept for Meals In Minutes after two years of dedicated research and development, and in 2020 launched as a direct-to-consumer brand.

“Our goal was simple: to create something easily accessible, nutritious, and healthy for those with busy schedules and limited kitchen experience,” Lim says. “We envisioned a solution that is as quick to prepare as fast food or instant noodles but without the added chemicals and preservatives.”

This year, it was announced that the start-up secured US$1.5mil (RM7.08 mil) in a seed round led by 500 Global with participation from a private investor. The funds will be put towards expanding its current presence in Malaysia and Singapore, and making its entrance into the UK market. The co-founders share more about the brand’s distinct meal kits, strategic partnerships and its targets for international expansion.

As a ready-to-cook concept, how does Meals In Minutes set itself apart?

Mia: When we first started, we identified a significant gap in the market for convenient, nutritious, and high-quality meal solutions tailored to the needs of busy individuals. Meals In Minutes was created to address this gap by offering a unique combination of features that distinguish it from other meal kit services.

Firstly, our products undergo a freezing process at the peak of their freshness. With an extended freezer shelf life exceeding a year, customers can store their meals conveniently until they are ready to consume them.

Unlike conventional frozen ready meals that are pre-cooked, our proteins are raw, allowing them to be cooked right before consumption, which results in a superior taste. Our commitment to using all-natural ingredients means we have eliminated preservatives and additives, guaranteeing a wholesome, nourishing culinary experience.

Moreover, our customisable meal options allow customers to mix and match proteins, bases, and sides, to tailor to their unique preferences. Meals In Minutes’ diverse range of cooking methods such as ‘sous vide’ boiling, microwave-friendly, and stovetop pan fry options add an extra layer of versatility to our offerings. For those eager to elevate their cooking skills, our ‘chef mode’ enables individuals to experiment and transform each meal into their own culinary creation.

Are there challenges unique to the Malaysian market in offering a service like this?

Lim: Yes, one significant challenge is logistics. Malaysia’s diverse geography makes it difficult to offer nationwide delivery while preserving the integrity of our frozen products. Ensuring that our meals remain at optimal temperatures throughout the delivery process requires a reliable cold chain system, which can be logistically complex and costly.

Another challenge is addressing misconceptions about the quality and freshness of frozen foods. Many still believe that frozen foods are inferior to fresh foods. Educating consumers on the benefits of our unique freezing process, which locks in freshness and preserves nutritional value, is crucial. This requires ongoing efforts in marketing and communication to build trust and change perceptions.

Additionally, our commitment to using the best ingredients means that it can be difficult to offer our products at prices that are as competitive as those using lower-quality ingredients. Balancing affordability with our high standards is a constant challenge, especially in a market where consumers are often price-sensitive.

Beyond the direct-to-consumer model, tell us more about your partnerships with businesses and retailers.

Lim: We are proud to be listed in most of the premium grocers, including Jaya Grocer, Village Grocer, AEON, and Ben’s Independent Grocer. In addition, we supply our products to establishments such as chain cafes, hotels, restaurants, and even karaoke chains. These collaborations are a testament to the versatility and appeal of our products in different settings.

Our products are well-suited for these types of F&B businesses because they offer consistency, quality, and a long shelf life, which helps minimise waste. The meals are designed to be easy to prepare, requiring no skilled chef or extensive kitchen space and equipment. This makes it especially convenient for small cafes and similar establishments to serve high-quality food without the usual overheads associated with meal preparation.

How does the business approach sustainability?

Mia: Our business is committed to sustainability. Firstly, frozen food plays a significant role by extending the shelf life of perishable items. In traditional fresh food supply chains, there is a limited window of time for items to be consumed before they spoil.

Frozen food, on the other hand, offers consumers the flexibility to buy in larger quantities without the pressure of immediate consumption, reducing the frequency of grocery shopping and the chances of food wastage.

To address the impact of excessive packaging, we have adopted a minimal packaging philosophy. Instead of using an outer box, we use a transparent, recyclable pouch with no printing.

Furthermore, we have partnered with CleanHub to collect plastic waste for every product sold. By aligning with the values of a socially and environmentally-aware consumer base, we aim to contribute positively to the environment and promote a more sustainable future.

Having built a strong presence in Malaysia and Singapore, what made the UK the right next market to enter?

Mia: In the UK, there is a more mature market for ready-to-cook food, with 29% of consumers having ready meals at least once per week. The meal kit market in the UK is currently worth approximately £1bil (RM5.9bil) annually and is forecasted to grow by 8% year on year.

However, purchasing ready meals can be more expensive and unhealthy compared to cooking from scratch, primarily due to added ingredients or preservatives. This can deter consumers from buying ready meals regularly. We believe that our high-quality, healthy, and easy-to-prepare meal kits address these concerns and present a significant opportunity in the UK market.

Moreover, the UK market serves as our initial entry point into the broader European market. This strategic move marks the beginning of our journey to introduce Meals in Minutes to an international audience.

What’s next for Meals in Minutes?

Lim: Looking ahead, the next phase involves a strategic focus on expansion, with a primary emphasis on entering the UK market. This expansion allows us to introduce our meal solutions to a new audience and presents an opportunity to solidify our brand as a go-to choice.

Simultaneously, our strategy includes cultivating a strong brand presence. This involves engaging in targeted marketing campaigns, leveraging social media platforms, and forging strategic partnerships to enhance visibility and recognition.

We aspire to broaden our footprint across Europe, and our long-term goal includes venturing into the competitive market of the US. By progressively expanding our reach, we aim to bring the convenience and quality associated with Meals in Minutes to an international audience, contributing to the growth of the brand on a global scale.

This article first appeared in Star Biz7 weekly edition.