Ready-to-serve gourmet style food innovation for busy lifestyles

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MYCHEF, a brand that is innovating halal and healthy ready-to-serve meals and dishes, recently unveiled a range of gourmet styled foods at its launch event at Tapis Rouge, Kota Damansara. The event was hosted by Flavor Innovation chairman Datuk Seri Effendi Norwawi. The company manufactures myChef range of culinary delights.

MyChef offers 14 different cuisines coined as the Signature Series, inspired by traditional Malay, Nyonya, Western and Asian recipes by Malaysia’s top celebrity chefs, Chef Liza, Chef Florence Tan, Datuk Chef Ismail and Chef Zam, all of whom are food icons in the local culinary industry.

With a launch campaign tagline of “the New Gourmet experience”, myChef believes in spreading the goodness of the freshest and natural ingredients cooked in a contemporary style that gives discerning diners a wholesome and healthy experience.

Easy to do: Effendi (fourth from right) posing with the chefs — Chef Zam (second from right), Chef Tan (third from right), Chef Liza (third from left) and Chef Ismail (second from left).

Flavor Innovation chief executive officer Mohd Fairuz Abdullah said, “myChef is a new and innovative brand which plans to make exciting inroads to the Malaysian retail market by introducing a new food category, based on consumers lifestyle. We see the growing need for high quality ready-to-serve food and we would also like to get the customers to have a whole new experience towards ready-to-serve meals.”

“Now everyone will have the opportunity to savour the recipes by Malaysia’s top celebrity chefs in the comfort of their own home,” said Mohd Fairuz.

The recipes were crafted with ingredients specially selected to give the diner a totally new gourmet experience.

This was evident with myChef’s introduction of an innovative ‘traffic lights colour coded’ front of the pack (FOP) nutritional panel to help consumers choose a healthier diet. Green indicates low content, which is a healthier choice, amber for medium content, which is acceptable and red representing high content, which is less healthy as defined by the UK’s Food Standard Agency.

Its range of recipes and meals go through stringent quality control standards to guarantee the freshness of the food and aromatic tastes was retained. Quality control was strictly observed throughout the preparation and packaging process.

Selecting fresh ingredients from the market and using only lean ingredients, all dishes are cooked in a hygienic environment, meeting world class standards for food handling and safety. The key to retaining its original juicy texture and tantalising taste was to flash freeze the product in less than 20 minutes, unlike the regular freezing method which takes more than two hours.

MyChef’s range of new gourmet meals will be available at Jaya Grocer in the week of Nov 21 and Dec 4 in Tesco and Giant outlets in the Klang Valley.

MyChef will also be running a Facebook contest called “myChef, myExpression” contest and is now open for participation. Participants need only to upload their pictures onto the myChef Facebook page with a myChef product in their most creative expressions from Nov 23 to Dec 17. Voting will begin from Dec 18 to Jan 19, 2012 and the winners will be announced on myChef Facebook page on Jan 31, 2012.

The grand prize winner will receive a six-month supply of myChef products and have one of MyChef’s celebrity chefs cook in his/her home for 20 guests.