Exhibiting at International Food & Drink Event (IFE) 2025

Chuanglee Limited, based in London, United Kingdom, is a leading importer and distributor specializing in authentic Asian food products. Established in 1984, the company has evolved over four decades to become one of the most trusted suppliers for Asian groceries, frozen foods, and condiments across the UK and Europe. Founded by Jimmy Chong Ghee Chua, Chuanglee has maintained a steadfast commitment to delivering quality, authenticity, and innovation in food distribution.

Core Business

Chuanglee Limited operates as a wholesale distributor, serving restaurants, catering businesses, and retailers throughout the UK and beyond. The company sources a wide range of Asian food products, emphasizing Thai, Chinese, Malaysian, Japanese, and Korean cuisines. It plays a critical role in bridging Eastern culinary heritage with Western markets through its efficient import, storage, and logistics operations.

Product and Service Offerings

Chuanglee offers an extensive catalogue, including but not limited to:

• Sauces and Condiments: Authentic Asian sauces from brands like LEE, Por Kwan, and NITTAYA, used extensively in Thai and Chinese cooking.
• Frozen Foods: Premium frozen dim sum under the Royal Gourmet brand, seafood offerings from PFP, and convenience frozen bakery items from PA Food.
• Canned and Dried Goods: A wide selection catering to both everyday cooking and restaurant-level supply requirements.
• Catering and Retail Packaging: Flexible product packaging options for both HoReCa and retail markets.

Their catalogues, such as the Restaurant Catalogue and Wholesale Catalogue, demonstrate the breadth and depth of offerings.

Specialization and Core USP

Chuanglee’s key differentiators lie in:

• Exclusive Brand Partnerships: Chuanglee holds exclusive UK distribution rights for reputable Asian brands like NITTAYA, Royal Gourmet, and Por Kwan.
• Cultural Authenticity: Every product is carefully curated to retain the true essence of Asian culinary traditions.
• Strong Supply Chain Network: The company operates multiple warehouse facilities and leverages a streamlined cold chain logistics system ensuring freshness and product integrity.
• Customer-Centric B2B Focus: Tailored services to meet the unique needs of restaurants, wholesalers, and supermarkets.

Financials and Operational Scale

While the company is privately held and detailed financials are not publicly disclosed, Chuanglee Limited is recognized in the UK foodservice industry as a mid-sized enterprise. According to Companies House filings, its annual revenues are estimated to be in the £10M–£20M range.

Shipment Data

Based on data from platforms like ImportYeti and Trademo, Chuanglee has maintained a consistent import record from countries including Thailand, China, and Malaysia. Key figures include:

• Average Monthly Import Value: Approximately $400,000–$500,000
• Key Ports of Entry: Felixstowe and Southampton (UK)
• Product Origin Countries: Thailand (NITTAYA), Malaysia (PA Food), Vietnam and China (Royal Gourmet, Por Kwan)

Target Market

Chuanglee serves a diverse client base, primarily:

• Asian and pan-Asian restaurants
• Supermarkets and ethnic grocery stores
• Online retailers and catering services
• Hospitality businesses looking for authentic Asian ingredients

Their market footprint includes the UK, Ireland, and expansion efforts into EU countries through strategic B2B channels.

Capabilities

• Multi-Temperature Warehousing
• In-house and Third-Party Distribution Fleet
• Product Sourcing from Over 10 Asian Countries
• On-site Quality Assurance and Food Safety Controls
• Custom Import Solutions for Retail Chains and Wholesalers

Certifications and Compliance

Chuanglee operates under the following certifications:

• SALSA Certified (Safe and Local Supplier Approval)
• HACCP-Compliant Operations
• Allergen and Labeling Standards in line with UK FSA (Food Standards Agency) guidelines
• Products meet EU import compliance regulations for food safety and packaging

Customer Testimonials

"Chuanglee has been a key supplier for our pan-Asian restaurants across London. Their delivery timelines and consistent quality make them our preferred partner."
— Managing Director, Siam Food Group

"We’ve been sourcing curry pastes and sauces from Chuanglee for years. The authenticity and taste are unmatched in the UK market."
— Owner, Thai Gourmet Kitchen

Major Achievements

• Exclusive UK Distributor for NITTAYA Curry Paste
• Launch of Royal Gourmet Dim Sum Line, now stocked in over 500 restaurants across the UK
• Featured in Asian Trader Magazine as one of the top 10 Asian food distributors in the UK (2023)
• Consistent participation in food expos like IFE London and Speciality & Fine Food Fair

Chuanglee Limited continues to scale operations while preserving the quality and cultural identity of the products it offers. Its heritage-driven brand values, combined with logistics excellence and a focus on long-term partnerships, make it a standout player in the Asian food distribution industry in the UK.