Mr Chen’s is strengthening its presence in Australian supermarkets with the launch of a new range of Asian BBQ Sauces and the introduction of Easy Squeeze bottle innovation across its existing Asian cooking sauce range.

The new Easy Squeeze bottle format was created to simplify how consumers use Asian sauces in everyday cooking. The new format addresses a key pain point of dispensing thicker sauces – like hoisin – from traditional glass bottles. The easy squeeze design allows sauces to flow effortlessly, giving consumers greater control to portion, reduce mess and minimise waste.

Mr Chen’s Co-CEO Lucy Chen says the easy-to-use sauces provide a complete solution for all your Asian meals.

“The new Easy Squeeze bottles make it simple and convenient for shoppers to use our sauces, removing the frustration of cooking with thicker sauces and helping people stay in the moment as they enjoy a delicious bowl of noodles or their favourite dish,” she said.

Alongside the packaging innovation, Mr Chen’s new Asian BBQ sauces are a savoury-sweet, umami-rich condiment made with soy sauce and mirin, delivering a bold and complex Asian flavour profile.

Available in three variants – Japanese BBQ Sauce, Hot Honey BBQ Sauce and Gochujang BBQ Sauce – the versatile range is designed to inspire new cooking occasions and can be used to dip, drizzle or glaze, making them ideal for grilled meats, dumplings, noodles and rice bowls.

This launch taps into strong global momentum in the BBQ category, with the barbecue sauce market forecast to grow at a 6.6% CAGR through to 2033, highlighting the opportunity to bring new flavour innovation – including Asian-inspired twists – into a familiar and growing condiment segment.

Mr Chen’s is supporting the launch through partnerships with content creators and chefs, helping educate consumers on the variety of Asian dishes they can create with our sauces and making it easier to cook confidently at home.

Together, the new packaging and product innovation strengthens the complete Mr Chen’s sauce range, helping drive discovery and growth across both the Asian and condiment aisles.