Authentic Asia, the Asian freezer brand from “global food leader” Charoen Pokphand Foods (CPF), is accelerating its Australian growth, with three new SKUs now ranging nationally in Woolworths, alongside its existing presence in Costco.

The rollout includes:

• CP Authentic Asia Prawn Wonton Soup Ramen & Asian Veg
• CP Authentic Asia Prawn Wonton Tom Kha Soup Ramen & Asian Veg
• CP Authentic Asia Thai Spicy Prawn Wonton Kee Mao Noodles.

“The ranging marks a significant milestone in the brand’s local growth strategy, signalling increasing retailer confidence in premium, culturally authentic food solutions that meet evolving consumer expectations around convenience, quality and flavour.

“As Australian shoppers continue seeking quick and satisfying options without compromising on taste or substance, Authentic Asia is positioned to fill a clear gap in the market between instant noodles, standalone dumplings and traditional takeaway.”

Charoen Pokphand Foods (CPF) Australia Director Andrew Turner said the Woolworths ranging reflects a broader shift in what consumers expect from the convenience food category.

“We’re seeing strong demand for products that deliver convenience, satisfaction and genuine cultural authenticity. Consumers are no longer willing to compromise on flavour or quality, even when they’re short on time.”

Designed for everyday eating occasions, the range features hand-wrapped wontons in rich, flavourful broths and noodle-based bowls, delivering authentic Asian experiences that are ready in minutes.

Authentic Asia is helping reshape perceptions of the frozen convenience aisle, moving beyond functional convenience to deliver a more premium, experience-led proposition grounded in authentic Asian cuisine.

“This range is about elevating the category. We’re bringing restaurant-inspired Asian dishes into a format that offers better value and convenience than takeaway, while still delivering a satisfying eating experience,” said Mr Turner.

Developed with deep culinary expertise and inspired by traditional recipes, the range reflects CPF’s global scale and heritage, with headquarters in Thailand and operations spanning multiple international markets.

Securing national ranging in both Woolworths and Costco underscores the brand’s growing commercial momentum and increasing relevance within the Australian FMCG landscape.

“Expanding into Woolworths is a significant step forward for Authentic Asia in Australia,” he said.

“It allows us to reach more consumers and continue building momentum in a category that’s evolving rapidly, particularly as shoppers look for higher-quality frozen and convenience food solutions.”

The launch is supported by the campaign platform: ‘Ditch The Passport, your shortcut to authentic Asian flavour’, reinforcing the brand’s promise to deliver genuine, regionally inspired dishes in a format that is accessible, convenient and designed for modern lifestyles.

“Consumers still want authentic flavour experiences at home, but they also want products that fit seamlessly into busy routines. That’s exactly where Authentic Asia sits,” said Mr Turner.

“With strong early momentum and increasing demand for authentic global flavours, Authentic Asia is well-positioned to continue expanding its presence across Australian retail.”

The range is available at Woolworths and Costco stores nationwide.