IT'S common for some families now to buy frozen yu sheng as part of their Chinese New Year fare.
But what about frozen double-boiled imperial seafood soup, herbal ginseng chicken or even abalone rice?
These same dishes that used to see mothers slaving over the stove for hours before reunion dinners can now be bought frozen over the counter.
And a company here, Singapore Food Delight Manufacturer, is hoping that families here will take to these instant frozen goodies, just like they do for yu sheng (raw fish).
FIRST SUCH FROZEN MEALS
'You might have seen frozen chicken rice or frozen fishball noodles. But this is the first time in Singapore that you can buy a frozen reunion dinner set,' said Mr Terry Tan, 47, director of Singapore Food Delight Manufacturer.
Other dishes, which require heating in the microwave, include Hong Kong style abalone fried rice, smoked salmon yu sheng and Teochew yam dessert with gingko nuts.
A hamper, which contains six frozen dishes, costs $138.
Other hampers, which also come with dried food items such as fish maw, scallops and shitake mushrooms, are also available at $238 and $368.
Unlike the traditional hamper where canned food is used, Mr Davin Tan, the sales and marketing manager of the company, said that the frozen dishes do not contain any preservatives.
When kept chilled, they can last up to two days. But if kept in the freezer, the food can last up to a month.
The food is cooked at 100 degrees Celsius and immediately blast-chilled to minus 20 degree Celsius.
Blast-chilling prevents ice crystals from forming inside the containers and seals the flavor of the food in, said Mr Tan. The food is then packed in microwave containers before being shrink wrapped.
In frozen form, the food may look unappetizing, but when heated up, some dishes, such as the abalone fried rice, give out a delicious aroma.
The frozen dishes however may cost a bit more than hawker fare though.
For instance, the double boiled seafood soup costs about $18.
But it is still cheaper than the average price of about $28 that many Chinese restaurants charge for a similar item.
Mr Tan said that other than families, they also hope to target office workers.
'The concept is meant to encourage staff members to be able to lo hei or enjoy the food together in the office. Unnecessary fuss and mess is avoided,' he said.
Mrs Ong Geck Ming, 44, an assistant planner, likes the idea.
She said: 'Many of us usually have biscuits or skip lunch altogether on busier days. It will be great to have good food at our fingertips. Convenience is the order of the day nowadays.'
Admittedly Mr Tan noted that while busy professionals may like the idea of frozen food, the older folks may think otherwise.
For instance, Mr Larry Yap, 60, financial controller at Shangri-La hotel, said: 'The word 'frozen' turns people off immediately. Asians won't like it.'
Housewife Mrs K W Ding, 50, agrees.
'Imagine eating frozen food warmed by microwave. No New Year mood at all! The time pressed younger generation might like it but aunties wouldn't like it for sure,' she said.
But Mr Tan is unfazed, even though he admits that changing the mindsets of people on frozen food will be difficult.
'The best way to convince people about the quality of our food is to get them to taste it for themselves,' he said.
Those interested can call the company's hotline at 6448 0622.
Source 
Connect with Facebook
Linear Mode
