A frozen meal kit brand which has attained success in Malaysia and Singapore, is now ready for international launch starting with the UK market.
Chefees sells recipe boxes containing flashfrozen ingredients, ready for consumers to store in their freezers until they are ready to cook. Freezing at source meant the food was more flavoursome and fresh ‘unlike traditional frozen meals that are cooked before freezing’, according to its company spokesperson.
Chefees was launched before the COVID pandemic in Malaysia and later expanded to Singapore. The entry into the UK market is timely as the country is a springboard for its expansion into the European market. The UK market is receptive to meal kits and frozen food, and Chefees has the added advantage of a longer shelf life of up to 1 year compared to fresh meal kits which usually can last for only a few days.
A Chefees’ meal come fully prepped eliminating the need for chopping, dicing or creating a mess in the kitchen. It remains perfectly in good condition for 1 year in the freezer and the consumer can cook it at his preferred time without worrying of expiry date.
