Mr Chen’s is strengthening its position in the Asian foods category with an expanded and updated noodle range designed to meet evolving shopper demand for high-protein, convenient and restaurant quality meal solutions at home.

With Australians increasingly seeking quick, nutritious and globally inspired meals, the brand’s latest innovation delivers across multiple high-growth occasions – from premium dinner solutions to fast, on-the-go meals– supporting its ambition to become a staple brand in Aussie households for any Asian dish.

“Consumers are looking for meals that deliver on flavour, nutrition and convenience – and noodles are at the centre of that shift with a projected revenue of $1.93 billion for pasta and noodles in Australia by 2030,” said Mr Chen’s Co-CEO Nancy Chen.

“We believe food should be a shortcut to feel good moments, which is why our expanded and updated range … brings restaurant-quality eating experiences into the home while also meeting demand for high-protein and quick meal solutions. We’re proud to offer retailers a complete noodle range that supports multiple shopper missions.”

Signature Series

Mr Chen’s Signature Series noodle range is designed to hero texture and mouthfeel. New products in the range include:

• Extra Wide Hand Pulled Noodles (400g) – a premium format designed to bring authentic, restaurant-style texture and bite into the home kitchen.
• Sweet Potato Glass Noodles (300g) – perfect for Korean-style japchae.
• Rice Ribbon Noodles (300g) – ideal for dishes like Pad See Ew.

The new range will be supported by content creators sharing recipe inspiration, helping shoppers unlock new ways to use each format at home. This is further backed by a multi-channel campaign spanning bus stop decals, retail magazine advertising and in-store video content, designed to drive visibility, shopper engagement and conversion.

Meeting multiple missions

The new lines add to Mr Chen’s extensive noodle line-up, which also comprises a microwavable wet noodle range, providing a single serve solution that is ready in just one minute, and a dry noodle range.

Responding to key shopper trends, Mr Chen’s has added a ‘HIGH PROTEIN’ front-of-pack claim to its thin and thick egg noodles, while resealable packaging improves convenience, freshness and ease of storage.

This extensive noodle portfolio enables retailers to meet multiple shopper missions – from quick meals to premium dinner solutions – while driving trade-up within the category.