It’s not every day that a frozen meal startup in Malaysia secures US$1.5 million in funding, especially from notable backers like 500 Global.
Yet, Meals in Minutes has managed to achieve that, signalling a shift in consumer preferences. More Malaysians—and people worldwide—are seeking a balance between nutrition and convenience, and frozen ready-to-eat meals are perfectly poised to fill that gap.
Founded by Brandon Lim and Khiara Mia in early 2020, Meals in Minutes’ product line of blast-frozen, vacuum-packed meals gives consumers the flexibility to enjoy quality, home-cooked meals at their convenience.
A gap in the market sparks innovation
The idea for Meals in Minutes was born out of Brandon’s experience leading his family’s food manufacturing business, Seiko Gourmet. As someone deeply involved in the food service industry, Brandon noticed significant gaps in the market.
Busy consumers lacked healthy, convenient meal options, often resorting to unhealthy fast food or frozen meals laden with preservatives. He saw an opportunity to provide a better alternative.
Brandon and Khiara had already partnered to launch a venture importing Malaysian food into the UK, so they were no strangers to the intricacies of the food business.
Drawing on these experiences, they saw a potential solution to a growing problem: a meal kit that would deliver convenience, nutrition, and taste all in one.
“Our goal was to revolutionise the way people think about quick meals, proving that fast doesn’t have to mean unhealthy,” they told Vulcan Post.
They embarked on two years of research and development to bring their vision to life, ultimately creating the Meals in Minutes product line.
“As a result, we decided to launch Meals in Minutes as a direct-to-consumer brand and then expand into our business-to-business offerings,” they added.
The frozen meal kit industry
Meals in Minutes is part of a larger movement that is transforming the food industry.
As such, one of their unique selling points is their commitment to natural ingredients and the absence of preservatives. While some frozen meals on the market may rely on additives to extend shelf life, Meals in Minutes keeps it simple.
Their products are vacuum-packed at peak freshness and blast-frozen, preserving both flavour and nutrition. With a freezer shelf life of over a year, customers can stock up and enjoy these meals at their convenience without worrying about consuming them immediately.
Not only that, customers can also mix and match proteins, bases, and sides to create their own customised meals.
Cooking methods are equally varied, with options ranging from sous-vide boiling, microwave heating, pan-frying, and even chef-mode cooking for those who want to add their personal touch. The variety of cooking styles ensures that Meals in Minutes appeals to everyone—from kitchen novices to aspiring home chefs.
The COVID-19 pandemic played a significant role in accelerating the growth of Meals in Minutes. As people became more conscious of food safety and hygiene, the brand’s HACCP, halal, and ISO certifications became major selling points, they said.
Additionally, lockdowns and social distancing measures led to a surge in demand for home-delivered food solutions. With grocery store visits becoming less frequent and the demand for safe, convenient meals rising, Meals in Minutes found itself perfectly positioned to meet these needs.
This scenario mirrors the rise of other similar businesses mentioned above, which have also capitalised on the growing consumer appetite for ready-made, healthy meal options.
Overcoming the challenges of scaling up
Building Meals in Minutes into a thriving business was no easy task. From navigating the complexities of food safety regulations to scaling production, Brandon and Khiara faced numerous challenges.
Obtaining certifications like HACCP and ISO required meticulous attention to detail, with every production line, supplier, and ingredient needing to pass rigorous audits.
“Developing a product that could meet all three criteria while being easy to prepare required countless iterations and frequent returns to the drawing board,” they said, referring to taste, convenience, and nutrition as the criteria.
Financially, the business faced hurdles early on. Funding research and development while maintaining operational costs was a delicate balancing act.
Brandon and Khiara explored various financing avenues, including investor support and strategic partnerships.
These relationships not only provided the necessary financial backing but also helped expand their distribution network across Malaysia and Singapore, where similar businesses such as YoloFoods are present too, pointing to a demand for convenient, ready-to-cook meals.
Partnerships with premium grocers like Jaya Grocer and Village Grocer have also played a key role in their growth, allowing the brand to reach a wider audience.
Expanding to new markets
It’s not just the innovative approach or the convenience that has set Meals in Minutes apart—it’s the growing recognition that they are filling a critical gap in the market. The funding from 500 Global and a private investor is a testament to the belief that this startup is onto something big.
“Attracting the attention of 500 Global was a combination of having a clear vision, a strong product, and demonstrating market potential.”
“With this investment, our primary goal is to expand into the UK market while also widening our reach in the Malaysian and Singaporean markets.”
“We see this as an opportunity to solidify our presence in these regions, invest in marketing, improve our production capabilities, and ultimately, introduce Meals in Minutes to a larger international audience,” they shared.
With the UK a top priority for them, Europe and the United States are also on their radar, with increasing consumer interest in healthy, convenient meal options.
At home, Meals in Minutes plans to continue innovating its product line to cater to local tastes.
“By incorporating beloved local flavours such as rendang, nasi lemak, and other traditional dishes, we aim to provide comfort and familiarity in our meal options while maintaining the convenience and quality that Meals in Minutes is known for,” said the founders.
- You can learn more about Meals in Minutes here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Meals in Minutes