When you think of meals that can be prepared in minutes, you might picture something bland and loaded with preservatives – consuming it while watching television after a long day. Yes, it’s convenient, but the taste is rarely what you’d call gourmet or healthy.
That’s exactly the perception that Meals in Minutes set out to change.
Launched by co-founders Brandon and Khiara, with a partner named Vin who serves as CFO, the brand was born from a shared desire to make nutritious, restaurant-quality meals both accessible and effortless.
Today, Meals in Minutes is gaining traction in both Malaysia and Singapore, and has its sights set on the UK market and beyond.
From University Campus to Everyday Kitchens
Brandon and Khiara first met while studying at the University of Reading. Their early venture involved importing Malaysian food products into the UK, eventually supplying over 100 stores. Upon returning to Malaysia, prompted by Brandon’s father’s health, they reassessed their goals and began developing what would become Meals in Minutes.
Brandon brought over a decade of operational experience from managing his family’s food manufacturing business. Khiara, wearing many hats across branding, marketing, and finance, complemented Brandon’s strengths.
They spent more than two years in R&D, testing frozen, vacuum-packed meal kits that could deliver both taste and convenience. Their vision is to bridge the gap between gourmet nutrition and modern-day time constraints.
Building a Brand Around Simplicity and Quality
The name Meals in Minutes perfectly captured what the brand promises, which is real meals that are nourishing and simple-to-make. Unlike traditional frozen meals loaded with preservatives, their kits use vacuum-sealed raw proteins, preserving flavour and allowing for quick sous vide or pan-fry preparation at home.
Vin brought financial acumen and a structured approach to the team. Under her guidance, the company expanded strategically into Singapore, balancing the different challenges and opportunities across markets.
“I saw an opportunity to apply everything I’d learned in audit, finance, and entrepreneurship, this time, in a space that truly impacts how people live and eat,” Vin shares.
Growing Regional Momentum
From their first product range that sold out unexpectedly fast, to receiving angel investment and eventually closing a US$1.5million seed round with 500 Global, the company has been on a strong growth trajectory.
Securing HALAL, HACCP, and ISO 22000 certifications also validated the company’s commitment to quality and safety. These standards were critical for both B2C and B2B expansion.
“We’re not just feeding individuals, we’re helping F&B outlets scale with consistent, high-quality meals,” says Khiara.
With Vin leading expansion efforts in Singapore, the brand is already preparing to enter the UK market, where Brandon and Khiara first began their entrepreneurial journey.
When B2C Complements B2B
Meals in Minutes currently operates on a hybrid model. For consumers, their kits are sold through online channels, retail stores, and even a subscription model in Singapore. For businesses, they offer OEM and white-label solutions to cafes, boutique hotels, and karaoke chains that want to simplify kitchen operations without sacrificing food quality.
This dual-pronged approach enables the company to remain nimble while serving different market needs.
According to Vin, “F&B businesses are constantly facing labour shortages and rising operational costs. Our solution helps reduce the burden while improving consistency.”
Despite growing success, expansion hasn’t been without obstacles. In Malaysia, reliable frozen logistics providers remain limited and costly, confining their delivery network primarily to the Klang Valley and Selangor.
In contrast, Singapore offers a more accessible logistics ecosystem, allowing for national distribution. “Retail entry in Singapore also requires a different playbook, listing fees are much higher, and shelf space is limited,” Vin explains. “You have to be very intentional with packaging, pricing, and positioning.”
Thankfully, recipe consistency has been a strong point. Their production facility’s adherence to HACCP and ISO standards ensures every batch meets strict quality expectations.
Solving Real Problems, Building Trust
Content marketing, especially video tutorials showing how easy the kits are to prepare, has been instrumental in building trust. Collaborations with influencers, F&B partners, and educational campaigns about ingredient quality have also helped solidify Meals in Minutes as a premium yet accessible brand.
Vin notes, “People often assume frozen means low-quality and unhealthy. We’re changing that perception.”
While initially bootstrapped through modest angel capital, the team has grown revenue organically and responsibly. With funding from 500 Global and a private investor, the business is now investing in improved tech infrastructure, better supplier networks, and logistics scalability across regions.
The long-term vision? Global presence. “We want to be a leading frozen meal kit brand across Europe, the US, and Asia,” Vin shares. “But it’s not just about scaling for scale’s sake, we want to build something that lasts.”
For aspiring F&B entrepreneurs, the trio shares a common thread of advice. “Solve a real problem. Validate your idea. Build trust.”
Vin adds, “Your certifications matter. So does consistency. Don’t get caught up in the glamour of entrepreneurship. Focus on making something that works and improves people’s lives.”
Meals in Minutes is no longer just a startup idea, it’s a fast-growing brand rewriting the frozen food playbook.
With Brandon’s operational grounding, Khiara’s branding instincts and Vin’s financial expertise, the team is ready to bring Meals in Minutes to scale through convenience without compromising quality.
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