Convenient Chicken Breast Meal Prep With Delivery In Malaysia

Chicken breasts are popular in the fitness industry due to their low calorie count and high protein content. Another reason for their liking is their convenience, as it only takes 15 minutes to properly cook one.

But for busy white-collar workers who want to always be fit and healthy, cooking can be a problem in itself.

Therefore, TearNEat wants to take advantage of this market for gym rates for white collar workers who need their protein fix in a quick and convenient way.

All in the name

The idea for TearNEat was born when its founder, Valen, one day commissioned his chef at The Pokemist to develop a ready-made chicken breast in his spare time, which he succeeded in achieving.

Valen then took it to the gym for a snack after a workout, which caught the eye of other gym goers who wanted to get their hands on it as well.

This was the boost he and his partners needed to launch this brand.

Eat it in the package or in a wrapper / Image Credit: TearNEat

TearNEat is a meal prep company that provides ready-to-eat chicken breasts that are pre-marinated and fully cooked so customers only need to reheat them and tear their wrappers before consuming.

Think of it like a protein bar that’s basically 100g of pure lean meat. Thanks to its small size, customers can also carry them in their work, gym or purse.

No chickening out

Much like most restaurant businesses that face the initial challenge of getting their name out there with limited funds, the team tackled this problem by slipping into DMs.

The team reached out to Instagram fitness influencers individually by messaging them on Instagram to introduce the TearNEat brand and handed them free samples to try.

To their surprise, most influencers returned with their interest in working with the brand.

Valen then scheduled meetings to better explain the brand’s goals and what it was all about.

Since launching in August this year, TearNEat has sold approximately 3,000 pieces of chicken breasts in its first month and is growing steadily today with the expectation of selling 10,000 pieces per month.

Chicken breasts are frozen to ensure freshness throughout delivery / Image Credit: TearNEat

However, it should be noted that TearNEat was able to achieve this number of sales due to the nature of the way they sell their products. There is a minimum purchase requirement of 10 pieces at a time, which will cost you RM180.

Compare that to buying raw at the grocery store where you could get a 2kg pack of frozen chicken breasts at RM25, and RM18 for a single chicken breast seems like a stretch for the average consumer.

But for Valen, their pricing structure is justified when compared to a restaurant meal, where one would spend within that range for a main course.

“If you compare self-preparation to buying our chicken breast, of course the numbers will show that it’s not profitable,” he said.

“But then again, the people who buy our products usually have very busy schedules and don’t know how to prepare their chicken breast that doesn’t taste like jerky.”

That’s why TearNEat products are marinated with local flavors like Sichuan Mala, Spicy Paprika or BBQ for taste and moisture.

Single-use packaging

Each chicken breast is individually wrapped / Image Credit: TearNEat

Because the chicken is already fully cooked, customers would only have to follow the product’s directions to heat it up in a pan, sous vide, or microwave so it doesn’t come out dry.

In addition to pan frying, other methods can be done without removing the chicken from its high temperature resistant packaging.

This heat resistant packaging helps them stand out from other cooked chicken breast delivery services like Heaven Eat, for example.

But with each package containing only one piece of chicken breast, I imagine it can be hugely expensive. Convenience aside, customers throw them away after just one use.

Valen told Vulcan Post that they are actually looking for alternatives to plastics, one option being biodegradable plastic.

Of course, wrapping them in biodegradable plastic may mean giving up its convenience of being microwave-safe. So one suggestion is to deliver them in microwave-resistant containers, whether they are plastic or not.

For example, Essence Kitchen, a Malaysian startup that prepares containment meals for mothers, packages their food in glass containers for customers.

Whenever a customer orders a new batch of meals from them, they simply return the previous set of containers through a courier for the packaging of subsequent meals.

While this might be less practical in terms of saving space in gym bags or handbags, it could be a reasonable compromise for fitness enthusiasts who are also environmentally conscious.

It could also open TearNEat to a new subset of customers who might be hesitant about the service due to the amount of single-use plastic waste being generated.

  • You can read more about TearNEat here.
  • You can read more about other Malaysian startups here.

Featured Image Credit: Valen, Founder of TearNEat


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Jothi Venkat

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