Meals in Minutes

What Meals in Minutes does

Meals in Minutes Sdn. Bhd. is a Malaysian food technology startup founded in 2020 that produces and distributes vacuum-packed, ready-to-cook frozen meal kits designed to be cooked in under 15 minutes using boil-in-bag, pan-fry, or air-fry preparation methods. Its core technology is BPA-free, boil-safe vacuum-sealed packaging that enables sous vide-style cooking without requiring a fully equipped kitchen. The product portfolio spans roughly 28 SKUs organized as mix-and-match proteins, bases, sides, and pasta sauces, including vegan, keto, and gluten-free options. All products carry JAKIM HALAL certification, which is positioned as a key differentiator for Muslim consumers in Malaysia, Singapore, and broader Southeast Asia. The company also operates a sub-brand called Longevity Kitchen in partnership with L'évive Labs, producing three science-led meals (Glow Recipe, Cellular Health Bowl, Unwind Recipe) paired with NMN+ and collagen supplements.

The business model combines direct-to-consumer e-commerce through a Shopify storefront with broad physical retail distribution across Malaysia. DTC orders are fulfilled via third-party logistics partner Golog with next-day delivery in Klang Valley and Selangor, with a RM 10 delivery fee waived on orders above RM 100. A subscription model offers 10% off recurring orders with pause, address-change, and one-tap cancel functionality. Retail distribution spans 7-Eleven, Jaya Grocer, AEON, B.I.G. Supermarket, Billa, and IKEA Malaysia. Customers cited include busy working professionals, health-conscious families, and Muslim consumers seeking certified HALAL quick-meal options. Pricing ranges from RM 3 (Edamame) to RM 43.50 (Glow Recipe meal bowl), with meal components starting at RM 4 for bases and RM 15 for proteins.

In January 2024, Meals in Minutes raised $1.5M in seed funding led by 500 Global to fund expansion into Singapore and the UK alongside broader Malaysian market development, increased product range, and marketing. The company is venture-backed, privately held, and operates with a small team of 1-10 employees. Founder and management composition beyond a Data Protection Officer is not publicly disclosed in the available data.

Name

Meals in Minutes

Legal name

Meals in Minutes Sdn. Bhd.

Website

https://mealsinminutes.co

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Meals in Minutes is a Malaysian food tech startup that sells vacuum-packed, ready-to-cook frozen meal kits under 15 minutes, targeted at busy working professionals and Muslim consumers. The company sells via DTC e-commerce and major Malaysian retailers, with plans to expand into Singapore and the UK.

Ownership category

akta.pro rank

Product category

Ready-to-cook frozen meal kits

NAICS

Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)

akta.pro primary industry

Frozen Entrées & Complete Meals (CRADADAA)

akta.pro secondary industries

Frozen Side Dishes (Vegetables, Potatoes, Grains) (CRADADAI), Frozen prepared meals & entrées manufacturing (AFAKAHAA), Frozen Prepared Foods & Meals Manufacturing (AFAKACAH)

Keywords

• Ready-to-cook meals
• Frozen meal kits
• Vacuum-packed food
• Halal certified meals
• Quick-prep dinner solutions

Headquarters

HQ city

Midview City

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Direct Product Sales: Meals in Minutes generates revenue through direct-to-consumer e-commerce sales of frozen meal kits and individual components (proteins, bases, sides) via their Shopify storefront. Products are sold as one-time purchases with subscription option offering 10% discount. Revenue also comes from retail distribution through partner grocery stores.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Meals in Minutes manufactures and sells vacuum-packed, ready-to-cook frozen meal kits that can be prepared in under 15 minutes via boiling, pan-frying, or air-frying. Products are organized into mix-and-match bases, proteins, and sides, all Halal certified by JAKIM and produced in BPA-free, boil-safe, microwave and freezer-friendly packaging. The company sells direct-to-consumer via its Shopify store and distributes through major Malaysian retailers including 7-Eleven, Jaya Grocer, AEON, and B.I.G.

Product overview

Meals in Minutes is a Malaysian food tech startup offering vacuum-packed, ready-to-cook frozen meals that can be cooked in under 15 minutes. The product portfolio consists of mix-and-match proteins, bases, and sides organized into four main categories: Bases (Brown Rice, Quinoa, Cauliflower Rice, Baby Potatoes), Proteins (various fish, prawns, chicken, salmon, and burger options), Sides (vegetables, potatoes, and complementary dishes), and Pasta Sauces (Just Add Pasta range). The company also operates the Longevity Kitchen sub-brand in partnership with L'evive Labs, offering targeted health meals paired with supplements. All products are Halal-certified by JAKIM, use all-natural ingredients without preservatives, and are designed to operate without fully equipped kitchens, reducing food wastage. Retail presence includes major chains like AEON, 7-Eleven, Jaya Grocer, Big, and Billa across Malaysia.

Differentiator

Problem solved

Functional benefit

Brands

• Longevity Kitchen: A partnership between Meals in Minutes and L'évive Labs, creating a sub-brand focused on science-led longevity nutrition combining Meals in Minutes' ready-to-cook meals with L'évive Labs' supplementation products.

Products and services

• Bases (mix-and-match range)
• Proteins (mix-and-match range)
• Sides (mix-and-match range)
• Just Add Pasta sauces
• Longevity Kitchen sub-brand meals
• Meals in Minutes monthly subscription box

Quantifiable outcome

• Meals can be cooked in under 15 minutes
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• L'évive LabsflagshipStrategic or Co-development PartnerL'évive Labs partnered with Meals in Minutes to create the 'Longevity Kitchen' - a co-branded line of meals designed to support longevity and healthspan. The partnership combines L'évive's science-led supplementation with Meals in Minutes' ready-to-cook meal expertise, featuring recipes like Glow Recipe, Cellular Health Bowl, and Unwind Recipe that complement L'évive's NMN+ and collagen supplements.
• GologcoreOthersGolog is the primary delivery partner for Meals in Minutes, handling last-mile delivery of frozen meal products. Golog uses special insulated boxes with ice packs to ensure meals remain frozen during transit. Orders placed before 5pm are delivered the next day in Klang Valley and Selangor areas.
• 7-Eleven MalaysiacoreChannel Partner/ Reseller/ Distributor7-Eleven Malaysia distributes Meals in Minutes products through their convenience store network, including 7 Cafe locations in Bandar Puteri Puchong and Damansara Utama, providing convenient access points for consumers near residential areas.
• Jaya GrocercoreChannel Partner/ Reseller/ DistributorJaya Grocer carries Meals in Minutes products in their premium supermarket locations, providing distribution through their high-end grocery store network catering to affluent Malaysian consumers seeking quality meal solutions.
• AEON (Malaysia)coreChannel Partner/ Reseller/ DistributorAEON (Malaysia) distributes Meals in Minutes products across most AEON outlets nationwide, providing broad national distribution through one of Malaysia's largest supermarket chains.
• B.I.G. SupermarketcoreChannel Partner/ Reseller/ DistributorB.I.G. Supermarket provides distribution for Meals in Minutes products through their retail locations including Glo Damansara, helping reach health-conscious consumers in premium residential areas.
• Billa (Tesco Malaysia)minorChannel Partner/ Reseller/ DistributorBilla supermarket chain (formerly Tesco Malaysia) provides additional retail distribution channel for Meals in Minutes products in selected store locations.
• IKEA MalaysiaminorChannel Partner/ Reseller/ DistributorIKEA Malaysia carries Meals in Minutes products at their Ikano Power Centre location, providing distribution through the home furnishing retailer's food service area.
• ShopifycoreTechnology or IntegrationMeals in Minutes runs their e-commerce business on the Shopify platform, utilizing Shopify Payments for payment processing, along with various Shopify apps for marketing, analytics, customer reviews, and subscription management.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• HelloFresh: Global meal-kit leader operating across the US, Europe, and Australia. Directly comparable to Meals in Minutes in offering convenient meal solutions to time-constrained consumers, but operates at vastly greater scale and with a different business model (subscription meal kits vs. frozen ready-to-cook retail/D2C).
• Blue Apron: US meal-kit pioneer offering recipe-and-ingredient subscription boxes. Operates in the same broader home-meal-solution category as Meals in Minutes, though Blue Apron uses fresh ingredients rather than frozen vacuum-packed format.
• Home Chef: US meal-kit and ready-to-eat brand owned by Kroger, distributed through grocery retail and D2C. Comparable to Meals in Minutes on retail-plus-D2C omnichannel model, particularly relevant given Meals in Minutes' AEON/7-Eleven/Jaya Grocer retail footprint.

Direct peers

• Gousto: UK-based meal-kit company focused on convenient home cooking. Highly comparable for Meals in Minutes' UK expansion thesis — both target busy professionals with recipe-card-style meal solutions, though Gousto uses fresh ingredients vs. Meals in Minutes' frozen vacuum-sealed format.
• Mindful Chef: UK health-focused meal-kit brand with vegan, paleo, and gluten-free options. Closely comparable to Meals in Minutes on dietary customization and health positioning, and a relevant peer as Meals in Minutes enters the UK market.
• Cook: UK frozen ready-meal specialist selling restaurant-quality meals through retail and D2C. Direct format comparable to Meals in Minutes (frozen ready meals), and a key UK-market incumbent against which Meals in Minutes will compete on entry.
• Factor: US-based ready-to-eat meal subscription brand (formerly Factor75) owned by The Good Kitchen. Comparable to Meals in Minutes on convenience positioning, though Factor focuses on fully cooked ready-to-eat meals vs. Meals in Minutes' ready-to-cook format.
• Daily Co: Singapore-based D2C ready-meal brand delivering chef-prepared meals to consumers. Closely comparable regional peer given Meals in Minutes' stated Singapore expansion plans and overlapping urban professional target customer.
• YOLO (YoloFoods): Singapore-based ready-meal brand offering healthy prepared meals for fitness and lifestyle consumers. Comparable to Meals in Minutes in SEA D2C ready-meal category and relevant as a benchmark for Singapore market entry.

Emerging players

• CookUnity: US-based chef-prepared meal subscription marketplace. Adjacent comparable to Meals in Minutes' Longevity Kitchen sub-brand strategy of co-branding with health/wellness partners to position meals as premium wellness products rather than commodity convenience food.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mealsinminutes.co
• Instagraminstagram.com/mealsinminutes.co
• TikToktiktok.com/@mealsinminutes.co

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Meals in Minutes