Chefees, the frozen meal kit brand that launched direct-to-consumer in the UK just under a year ago, has moved into retail with its first Ocado listing.
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Where established meal-kit players such as HelloFresh and Gousto ship chilled boxes on a fixed schedule, Chefees flash-freezes its ingredients so shoppers can keep them for up to 12 months and cook whenever they choose, sidestepping the use-it-or-waste-it pressure of a weekly subscription.
The DTC operation continues alongside retail, framed by co-founder Khiara Mia as an expansion rather than a change of direction. That channel has built early traction, with around a third of monthly customers now repeat buyers.
Chefees is the UK arm of Meals in Minutes, founded in Malaysia before Covid by Mia and Brandon Lim, which already supplies hotels, grocers and convenience and coffee chains across Malaysia and Singapore.
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