In the bustling world of startups, particularly within the food and beverage sector, few stories are as compelling and insightful as that of Meals in Minutes. Founded by the dynamic duo Brandon Lim and Khiara Mia, this innovative company is on a mission to redefine convenience in cooking with its unique meal kit service. Offering a fresh perspective on quick, healthy eating, Meals in Minutes caters to the modern consumer’s need for gourmet meals that are both easy to prepare and nutritious. In this exclusive interview, we delve into the founders’ journey, the challenges they’ve overcome, and their vision for the future of Meals in Minutes.
1. Brandon and Khiara, could you share the story behind the inception of Meals in Minutes? What inspired you to start this venture?
Brandon: Khiara and I were both born and raised in Malaysia but our young adult years were predominantly spent in the United Kingdom, where we pursued our higher education. Upon graduating from university, we established a trading company, dedicated to importing and distributing authentic Malaysian products. Through our efforts, we successfully reached over 100 stores and restaurants across the UK, fueling our passion for the food industry. However, life took an unexpected turn when my father suffered a health complication and this compelled me to return to Malaysia.
This unanticipated turn turned out to be an epiphany. It was during this time that we started brainstorming and came up with the concept for Meals In Minutes. We imagined a solution that would be just as quick to prepare as fast food or instant noodles, but without the added chemicals and preservatives. Our intention was quite clear: to make something that would be easily attainable, nourishing, and healthy for those with hectic schedules and little experience in the kitchen.
After two years of dedicated research and development, we successfully crafted a prototype that offered substantial advantages. This revelation made us realise that our solution was not only applicable to businesses but also beneficial to the general public. As a result, we decided to launch Meals in Minutes as a direct-to-consumer brand, going beyond addressing business challenges to benefit everyone.
2. What sets Meals in Minutes apart from other meal kit services currently available in the market?
Khiara: Meals In Minutes distinguishes itself from other meal kit services through a multitude of exceptional features specifically designed to cater to the demands of busy individuals. Primarily, our products undergo a unique freezing process at the peak of their freshness, guaranteeing an unparalleled level of flavour and nutritional value. With an extended freezer shelf life exceeding a year, our customers can conveniently store their meals until they are ready to consume them.
Moreover, our innovative approach to cooking truly sets us apart. Unlike conventional frozen ready meals that are pre-cooked and often teeming with artificial flavours and preservatives, our proteins are raw, allowing them to be cooked right before consumption. This results in a superior taste and a profound departure from the norm. In our commitment to using all-natural ingredients, we have eliminated the presence of preservatives and additives from our offerings, guaranteeing a wholesome and nourishing culinary experience.
Further magnifying our distinction, we offer an array of customisable meal options, giving our customers the freedom to mix and match proteins, bases, and sides, thereby creating a diverse range of meals tailored to their unique preferences. To accommodate varying schedules and individual tastes, Meals In Minutes provides a diverse range of cooking methods, adding an extra layer of versatility to our offerings. Our unique ‘sous vide’ boiling option ensures precise cooking, preserving the inherent flavours and textures of the ingredients.
For those seeking convenience without compromising on taste, our microwave-friendly options provide a swift and efficient solution. Alternatively, customers can opt for a more hands-on culinary experience by pan-frying their meals on the stovetop. To cater to aspiring chefs and those eager to elevate their cooking skills, our ‘chef mode’ enables individuals to experiment and transform each meal into their own culinary creation. This wide variety of cooking methods accommodates diverse lifestyles and imbues the Meals In Minutes experience with an exceptional level of enjoyment and customisation.
3. Congratulations on securing USD 1.5 million in your recent seed round. How do you plan to allocate these funds to facilitate your expansion into new markets?
Brandon: Our primary objective is to utilise the allocated funds to expand our market presence in Malaysia and Singapore, thereby enhancing the accessibility of Meals in Minutes to a wider audience. Our expansion plans encompass the establishment of a stronger foothold in various food outlets, as well as the inclusion of additional stores, ensuring that our products are readily available and easily accessible to a larger number of individuals.
With a particular focus on the hospitality and healthcare industries, we recognise the potential impact that Meals in Minutes can have in these sectors. By targeting these specific industries, we aim to leverage the unique qualities of our product to cater to the needs of professionals and consumers in these fields.
As we venture into the UK market, our approach will mirror the successful go-to-market strategy that has been employed in Malaysia and Singapore. This entails a dual approach, where we will directly engage consumers while simultaneously targeting the B2B market. Our experience in Southeast Asia has proven the effectiveness of this strategy, which will be seamlessly adapted to suit the unique dynamics of the UK market.
Additionally, our strategic plan encompasses launching distributor markets and strategically positioning Meals in Minutes to ensure broader availability and influence. By establishing a strong presence in the UK market, we aim to lay the foundation for our entry into the wider European market, as we introduce the convenience and excellence of Meals in Minutes to an international audience.
4. What challenges do you anticipate in establishing a presence in the United Kingdom, and how do you plan to address them?
Khiara: Expanding into the UK market presents both challenges and opportunities for Meals In Minutes. One challenge involves understanding and navigating the unique preferences and culinary culture of the UK consumer base. The UK has a diverse food landscape, and adapting our offerings to align with local tastes while maintaining our core values will be crucial.
Addressing the challenge of market-specific nuances, Meals In Minutes plans to conduct thorough market research to gain insights into UK consumer behaviours and preferences. This includes identifying popular ingredients, cooking methods, and regional flavours that resonate with the local audience. Collaborating with local chefs or culinary influencers can also provide authenticity and help tailor our offerings to suit British tastes.
Moreover, we anticipate the need to establish effective distribution channels and partnerships within the UK. This involves understanding the local supply chain, collaborating with local retailers or online platforms, and ensuring a seamless delivery process to reach a broader consumer base.
In adapting to the UK market, Meals In Minutes remains committed to agility and flexibility. We will leverage data analytics to monitor consumer feedback and market trends, allowing us to make real-time adjustments to our offerings. Additionally, marketing strategies will focus on communicating the unique value proposition of Meals In Minutes in a way that resonates with UK consumers.
5. Can you elaborate on the research and development process for expanding your selection of food products?
Brandon: The research and development (R&D) facet of Meals In Minutes is both dynamic and fundamental to our dedication to innovation and the ever-changing demands of consumers. We harness the power of data to identify trending recipes and prevailing gastronomic preferences within distinct markets. A pivotal element of our R&D strategy entails the meticulous dissection of these coveted recipes in order to seamlessly incorporate them into the Meals In Minutes framework. This meticulous process guarantees that our offerings not only embody contemporary culinary inclinations but also preserve the convenience and top-notch quality standards that our brand is renowned for.
6. How do you maintain the balance between innovation, quality, and cost-effectiveness in your meal kits?
Khiara: Maintaining a delicate balance between innovation, quality, and cost-effectiveness is central to our approach at Meals In Minutes. We prioritise innovation by continuously exploring new ingredients, cooking methods, and flavour profiles to keep our meal kits exciting and relevant to evolving consumer preferences. However, innovation never comes at the expense of quality. We remain steadfast in our commitment to sourcing high-quality, all-natural ingredients, ensuring that every meal delivers on taste, nutrition, and freshness.
Simultaneously, we are deeply conscious of the importance of cost-effectiveness, recognizing that affordability is key to making our meal kits accessible to a wide range of customers. To achieve this, we leverage economies of scale, optimise supply chain logistics, and streamline operations without compromising on quality or innovation. By striking this balance, we can offer premium-quality meals at competitive prices, making gourmet dining experiences more accessible to our customers.
7. Your meals are noted for being HALAL, HACCP, and ISO 22000 certified, with a focus on sustainability. How do you ensure these standards are consistently met?
Brandon: The HALAL, HACCP, and ISO 22000 certification for Meals in Minutes is of utmost importance as it serves as a cornerstone for our commitment to quality, safety, and meeting the diverse needs of our consumers. The HALAL certification assures Muslim consumers that the food preparation and ingredients comply with Islamic dietary laws, which is a significant market segment, especially in Muslim countries. On the other hand, the HACCP and ISO 22000 certifications demonstrate a commitment to food safety and quality management, meeting international standards and appealing to a broader range of consumers concerned about hygiene and proper food handling procedures. These certifications serve as a powerful assurance to consumers as it signifies that our products are produced in accordance with stringent international standards, giving consumers confidence in the safety, quality, and integrity of Meals in Minutes offerings.
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Food standard certifications such as ISO 22000 can only be obtained through rigorous adherence to stringent quality and safety protocols. This process typically involves implementing comprehensive food safety management systems that encompass every aspect of production, from sourcing raw materials to packaging and distribution. To ensure these standards are consistently met, we conduct regular internal audits and assessments to identify and address potential risks or non-conformities. Additionally, external audits by accredited certification bodies are conducted at specified intervals to verify compliance with the certification requirements. Through continuous monitoring, evaluation, and improvement initiatives, we uphold our commitment to meeting these food safety standards, safeguarding consumer health and trust.
8. In what ways do your meal kits address environmental concerns like food wastage and excessive packaging?
Khiara: The primary attributes of our meals that effectively combat food waste include the following:
Frozen –. In traditional fresh food supply chains, there is a limited window of time for items to be consumed before they spoil, often resulting in unsold or unused food being discarded. Our meals however undergo rapid freezing at their peak of freshness and remain in a frozen state until consumption. This flash-frozen process, adhering to strict HACCP guidelines, extends the shelf life to over 12 months from the date of production. Consequently, our meals maintain optimal freshness while significantly reducing food wastage.
Individually portioned – The advent of individually packaged meals has emerged as a practical solution to combat food waste, benefiting both individuals and restaurants alike. Amidst growing concerns about sustainability and environmental impact, these portioned meals offer a multitude of advantages. Firstly, by providing pre-packaged meals, individuals can exercise greater control over their portion sizes, resulting in less leftover food that would otherwise go to waste. This not only promotes healthier dietary habits but also contributes to the personal reduction of food waste. Restaurants, by serving meticulously portioned meals, can more accurately gauge the quantity of food required for each order, thus minimising excess production and subsequent waste.
9. With the planned stronger marketing campaign, what strategies will you employ to reach a wider audience across Malaysia, Singapore, and the UK?
Khiara: Our strategy is to strengthen our presence in the Malaysian and Singaporean markets by enhancing the accessibility of Meals in Minutes (MIM). This entails expanding our reach to additional retail outlets, ensuring that a larger number of individuals can conveniently reach our products, and establishing a more formidable presence in various food establishments across the region. Notably, we will prioritise our efforts in the hospitality and healthcare sectors, acknowledging the potential impact of MIM in these industries.
In our approach to the UK market, our intention is to emulate the successful go-to-market strategy that has been employed in Malaysia and Singapore. This strategic approach involves a dual focus, engaging directly with consumers while simultaneously targeting the business-to-business sector. The proven efficacy of this strategy in Southeast Asia will be adapted to suit the unique demands of the UK market.
Furthermore, our strategic roadmap encompasses the launch of distributor markets, strategically positioning MIM for wider availability and influence. The UK market serves as our initial entry point into the expansive European market, symbolising the commencement of our journey towards introducing the convenience and excellence of Meals in Minutes to a global audience.
10. How do you tailor your marketing efforts to appeal to the diverse culinary preferences in these regions?
Brandon: We believe that by collaborating with other noteworthy brands or restaurants, celebrities and well-known chefs, this could bring about exciting developments in our marketing efforts. These partnerships will not only allow us to leverage the existing “fan-based” of these well-known individuals in the food industry of the respective countries, but it will also allow MIM to bring diverse expertise and increase our creative influences to your offerings, where we will be able to localise our menus to each region. Especially with plant-based meals gaining demand in Singapore and the UK, we see the huge potential in expanding our range of vegan and plant-based options provided in these markets.
11. What has been the most valuable feedback from your customers, and how has it shaped the evolution of Meals in Minutes?
Khiara: The most valuable feedback from our customers has been centred around their desire for customization options and a broader range of dietary choices. In particular, they have expressed interest in specific recipe suggestions, indicating preferences for certain types of dishes they would like us to develop. This feedback has been instrumental in shaping the evolution of Meals in Minutes. In response, we have expanded our menu to offer a wider variety of protein options, including more vegan and plant-based choices to cater to diverse preferences.
By listening attentively to our customers and incorporating their feedback into our product development process, we have been able to enhance the overall experience and better meet the evolving needs of our valued customers.
12. Can you share a success story or a particularly memorable customer experience?
Khiara: Certainly! The most memorable customer experience that stood out for us was during the challenging times of the pandemic. As individuals found themselves confined to their homes, the importance of food safety became paramount. Amidst this backdrop, we received numerous heartwarming feedback from our customers, expressing their gratitude and relief in knowing that we prioritised their health and safety above all else. In their feedback, they expressed how our commitment to maintaining food safety standards provided them with much-needed peace of mind during a time of immense uncertainty.
Knowing that they could trust us to deliver safe and hygienic food lifted a significant burden off their shoulders and allowed them to enjoy their meals with confidence. For us, these testimonials were more than just words of appreciation; they were a validation of our commitment to our customers’ well-being. It reaffirmed that even in the face of adversity, our dedication to upholding the highest standards of food safety did not waver. It meant a lot to us that we could make a meaningful difference in their lives during a time of need.
We are incredibly proud of the genuine customer testimonials we receive regularly, which underscore the transformative impact our meal kits have had on people’s lives. From mothers with young children juggling busy schedules, to individuals who have never cooked before, we have heard countless stories of how our meal kits have made a positive difference.
13. Looking ahead, what are the long-term goals for Meals in Minutes?
Brandon: Looking ahead, our long-term goals for Meals in Minutes are ambitious yet rooted in our unwavering commitment to providing convenient, high-quality meal solutions to customers worldwide. One of our primary objectives is to expand beyond the UK market and establish a presence throughout Europe.
Furthermore, we aspire to take our brand to even greater heights by venturing into the highly competitive US market. With its vast consumer base and appetite for convenient meal solutions, the US presents an exciting opportunity for Meals in Minutes to make a significant impact. Our goal is to become a household name in the US, offering a wide range of customizable meal options that resonate with American consumers.
Ultimately, our vision for Meals in Minutes is to become the leading frozen meal kit brand worldwide. We aspire to be synonymous with convenience, quality, and innovation, empowering individuals around the globe to enjoy delicious and nutritious meals with ease. By staying true to our core values and continually innovating to meet the evolving needs of our customers, we are confident that we can achieve our long-term goals and make a lasting impact on the global culinary landscape.
14. Are there any new markets or product lines you are considering for the future?
Brandon: One area we are particularly excited about is expanding our offerings in the plant-based and vegan market. With the increasing demand for sustainable and plant-powered meal options, we see a tremendous opportunity to introduce more plant-based and vegan meal kits to cater to a growing segment of health-conscious consumers.
In addition to that, we are committed to exploring new ingredients, flavours, and cooking techniques to create exciting and delicious recipes that satisfy a diverse range of tastes and dietary preferences. We want to push the boundaries of what’s possible in the frozen meal kit space, putting out even more options than what we currently offer.
One example of this is our plan to expand our current protein range. By introducing new and exciting protein options, we aim to provide our customers with even more variety and flexibility when it comes to crafting their meals. Whether it’s incorporating more plant-based proteins or introducing unique and globally-inspired meat options, we are dedicated to keeping our menu fresh, dynamic, and full of delicious possibilities.
14. What advice would you give aspiring entrepreneurs looking to break into the food and beverage industry?
Khiara: For aspiring entrepreneurs looking to break into the food and beverage industry, my advice would be to approach the journey with passion, perseverance, and a willingness to learn. The food industry is dynamic and competitive, but it also offers abundant opportunities for innovation and creativity. Some key pieces of advice would be:
- To start with a clear vision and understand your target market and what sets your product or concept apart from the competition.
- 2. Focus on quality: Whether it’s the ingredients you use, or the customer experience, prioritise quality in every aspect of your business. Quality builds trust and loyalty among customers.
- Embrace innovation: Be open to new ideas, technologies, and approaches. The food industry is constantly evolving, so staying ahead of the curve and innovating is essential for long-term success.
- Listen to your customers, solicit feedback, and continuously strive to exceed their expectations. Building strong relationships with your customer base is essential for building a loyal following and driving repeat business.
- Foster relationships: Cultivate strong relationships with suppliers, partners, and customers, as well as your own personal network. Networking and collaboration can open doors to new opportunities and help fuel your business’s growth.
- Build a resilient mindset : Entrepreneurship is full of ups and downs. Be prepared to face setbacks and obstacles along the way, but don’t let them deter you from pursuing your goals. Learn from failures, adapt, and keep pushing forward.
15. How importanthasmentorship and networking been in your journey with Meals in Minutes?
Brandon: Mentorship and networking have played invaluable roles in the journey of Meals in Minutes, serving as pillars of support and guidance that have propelled our growth and success. Having access to mentors who have navigated similar entrepreneurial paths has provided invaluable insights, wisdom, and perspective that have helped us navigate challenges, make informed decisions, and seize opportunities. Networking has also been essential in expanding our reach, building relationships, and accessing new opportunities. These connections have opened doors to new markets, facilitated collaborations, and provided access to valuable resources and expertise.
Moreover, mentorship and networking have not only provided practical guidance and support but have also offered encouragement and motivation during challenging times. Knowing that we have a supportive network of mentors and peers who believe in our vision and are rooting for our success has been incredibly empowering and motivating.
16. What hasbeen the most rewarding aspect of building Meals in Minutes for each of you personally?
Khiara: The most rewarding aspect of building Meals in Minutes personally for both of us has been the impact we’ve had on people’s lives and the positive feedback we receive from our customers. Knowing that we are helping people save time, eat healthier, and enjoy delicious meals without the stress of meal planning and preparation is gratifying.
Additionally, witnessing the growth and success of Meals in Minutes from its humble beginnings to where it is today has been immensely rewarding. Building a business from the ground up, overcoming challenges, and achieving milestones together has been such a fulfilling journey. Seeing our vision come to life and knowing that we are making a meaningful impact in the food industry is truly rewarding.
Moreover, the personal growth and learning experiences that come with building a business has been invaluable. From mastering new skills to overcoming obstacles and learning from failures, the journey of entrepreneurship has provided countless opportunities for growth and development.
17. Where can people learn more about Meals in Minutes and your upcoming expansions?
Visit us on our website at https://www.mealsinminutes.sg/ (Singapore) or https://mealsinminutes.co/ (Malaysia) to learn more about Meals in Minutes and place your orders with us today! For restaurants, cafes or hospitality outlets looking to connect and collaborate with us, please do not hesitate to drop us an email at hello@mealsinminutes.co.
As we wrapped up our enlightening conversation with Brandon Lim and Khiara Mia, it was clear that Meals in Minutes is not just a business; it’s a passion-driven mission to make healthy, gourmet cooking accessible to everyone. With their innovative approach, commitment to quality, and forward-thinking expansion plans, Meals in Minutes is poised for even greater success in the global food industry. For those inspired by the entrepreneurial spirit and looking to embrace a healthier, more convenient way of eating, Meals in Minutes stands as a beacon of innovation and excellence. Stay tuned to their journey and be part of the culinary revolution they’re leading.
