Chang's Asian Food

What Chang's Asian Food does

Chang's Authentic Asian Cooking (DBA Chang's Flavours of Asia) is an Australian packaged food company founded in 1968 that produces Asian cooking staples — primarily noodles and sauces/condiments — for Australian home cooks. Its portfolio spans long-life, rice, vermicelli, Hokkien-style, fried, and low-calorie noodles, alongside a sauce range that includes soy sauce, tamari, hoisin, oyster, fish, teriyaki, sesame oil, black pepper, master stock, and a Crispy Noodle Salad dressing. Health-positioned variants — gluten-free fried noodles, gluten-free tamari soy sauce, and 'Super Lo-Cal' noodles — extend the range into dietary-preference segments.

The business operates a wholesale/retail distribution model with no disclosed pricing on its own website; products are sold at retail prices set by the major Australian supermarket chains — Coles, Woolworths, and IGA — which constitute the entirety of its disclosed distribution footprint. End customers are Australian home cooks using products for everyday meals, entertaining, and culturally inspired cooking. The company layers a content-led go-to-market on top of this retail distribution: the changs.com website hosts a recipe library organized by protein, dish type, and dietary preference, supplemented by a newsletter, Chang's TV video content, and social channels on Facebook, Instagram, and Pinterest.

The company is privately held, pre-funding, reports 1–10 employees, and does not disclose revenue, ownership structure, or management. Its strategic posture in observable data is maintenance of an established brand and product line rather than active expansion: the evidence supports ongoing recipe and product refresh activity, but no funding, M&A, geographic expansion, or senior hiring signals are present in the source material.

Name

Chang's Asian Food

Legal name

Chang's Authentic Asian Cooking

Website

https://changs.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

1–10 employees

Short description

Chang's Authentic Asian Cooking is an Australian packaged food brand, founded in 1968, that produces Asian noodles, sauces, and condiments for Australian home cooks and distributes them through Coles, Woolworths, and IGA alongside an extensive recipe content library.

Ownership category

akta.pro rank

Product category

Asian Packaged Foods

NAICS

Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941), Food Manufacturing (311)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Soy Sauce, Tamari & Asian Condiments Manufacturing (AFAKADAF)

akta.pro secondary industry

Noodle Manufacturing (instant, ramen, rice noodles) (AFAKABAC)

Keywords

• Asian noodles
• Asian sauces
• Gluten-free condiments
• Cooking recipes
• Asian food products

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Distribution channels3 records

Marketing channels3 records

Core offering

Chang's Asian Food produces and sells branded packaged Asian cooking ingredients, including a range of noodles (long-life, rice, vermicelli, fried, Hokkien-style, and low-calorie) and sauces/condiments (soy sauces including gluten-free tamari, hoisin, oyster, fish, teriyaki, sesame oil, black pepper, master stock, and crispy noodle salad dressing). The company supplements its product range with an extensive recipe library and video content (Chang's TV) to guide Australian home cooks in using its products. Products are distributed through major Australian supermarket chains.

Product overview

Chang's Authentic Asian Cooking is an Australian food company established in 1968, offering a portfolio of Asian food products primarily consisting of noodles and sauces. The product line includes various noodle types (long life noodles, rice noodles, vermicelli, Hokkien style, super lo-cal wide noodles, fried noodles) and sauces (soy sauces including tamari gluten-free options, hoisin, oyster, fish, teriyaki, sesame oil, black pepper sauce, master stock, and crispy noodle salad dressing). The products are distributed through major Australian supermarkets including Coles, Woolworths, and IGA. The company also provides an extensive collection of recipes demonstrating the use of their products in authentic Asian cooking.

Differentiator

Problem solved

Functional benefit

Products and services

• Chang's Thai Style Rice Noodles

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights2 records

Broad incumbents

• Maggi: Nestlé-owned global brand with a wide portfolio including Asian noodles and cooking sauces. Competes with Chang's in noodles and stir-fry sauce categories but as part of a much larger mass-market offering.

Direct peers

• MasterFoods: Australian heritage condiment brand covering sauces, dressings, and Asian cooking products. Comparable to Chang's as an Australian-based sauce/condiment manufacturer with supermarket distribution.
• Kikkoman: World-leading Japanese soy sauce producer with extensive noodle and teriyaki sauce offerings. Directly comparable to Chang's for soy sauce, teriyaki, and Asian noodle categories in Australian retail.
• Ayam: Asian sauces and condiments brand with strong presence in Australia. Directly comparable product mix (soy, fish, oyster sauces, noodles) and similar supermarket-channel distribution model.
• Lee Kum Kee: Global Chinese sauce and condiment manufacturer with a broad portfolio including soy sauce, hoisin, oyster, and sesame sauces. Directly competes with Chang's in the Asian-condiments aisle and is widely stocked in Australian supermarkets.

Emerging players

• Clearspring: Organic and gluten-free Asian food brand offering tamari, noodles, and sauces. Overlaps with Chang's on gluten-free tamari positioning and authentic Asian product lines.

Regional players

• SunRice: Australia's largest rice and rice-noodle producer with deep supermarket distribution. Comparable to Chang's on Australian retail footprint and noodle category, though focused more on plain rice and rice-based staples.
• ABC (All Best Company) Indonesian Sauces: Indonesia-origin Asian sauce brand widely distributed in Australia (Coles, Woolworths). Comparable product overlap in Asian condiments with Australian supermarket availability.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/changsflavoursofasia
• Instagraminstagram.com/changsflavoursofasia
• Pinterestpinterest.com/changsflavoursofasia
• LinkedInlinkedin.com/company/changs-asian-food

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Chang's Asian Food