How Bangladesh cosied up to convenience cooking

Rice, oil, sugar, salt, carrots, frozen nuggets, sausages — the grocery list for a family in Dhaka is long and varied. And over the past decade, frozen food has quietly become a mainstay on these lists.

The reasons for this vary: it might be because there are children at home, it is an easy fix for unexpected guests, or because it is the simplest option when one does not feel like putting too much effort into cooking.

Sumaiya Maruf always makes sure to buy a month's worth of frozen parathas, samosas, shingaras, rolls, chicken cheese balls, and kebabs when she shops at her local supershop. The list might seem long, but for her, convenience is key. With elderly parents at home and a 9-to-5 job, frozen and instant meals reduce the time and effort she has to spend in the kitchen.

"Whenever I prepare meals, I cook the main dishes myself, but for sides, I buy frozen items such as chicken wings. By the time I am done with one part of the meal, I am exhausted, especially after working all day," Sumaiya explained.

"If, after work, I put in extra effort to cook, there would be no time left to rest. My day would simply be office work followed by kitchen work," she added.

Her experience is far from unusual. In today's Dhaka, working women, mothers, bachelors, and newlyweds moving into their own homes, as well as families with children, all look for convenience when it comes to food. While balanced, home-cooked meals are undoubtedly healthier and necessary, there are many situations when people turn to frozen food or pre-made meals.

Raiyan Islam, an account manager at a marketing agency, has witnessed the shift over the years.

"In the last 15 years, our Bangali parents have become accustomed to ready-to-eat food. What began with frozen French fries or parathas has now grown into a wide range of products, from ready-to-cook kebabs to even frozen beef halim," he said.

According to Raiyan, the frozen food industry is thriving because it gives people the option of a good meal at any time of the day, straight from their fridge.

"However, the price point is often a problem. For example, I once bought German Butcher's ready-to-eat ramen, which cost around Tk500–800. It tasted almost as good as the restaurant version, but it is not sustainable to buy such meals regularly," he shared.

Other ready-to-eat options, such as butter chicken or duck curry, can range from Tk350 to Tk1,125. For many households, that may be too costly.

"The local products are not always satisfying either. The money, time and effort you spend, only for the taste to be below average, is disappointing," Raiyan added.

Currently, the local brands in the industry that are popular among consumers include Kazi Farms, Golden Harvest, Aftab Group, and Bengal Meat.

"Kazi Foods has the country's largest poultry company, and all our chicken comes from our parent business. In 2014, we launched our quick-service restaurant brand, Kazi Farms Kitchen, which now has 175 outlets. That growth also allowed us to expand into frozen products such as spring rolls, aloo puri, samosas and other items," shared Tanvir Haider Chaudhury, CEO of Kazi Food Industries.

Our customers are mainly families with children in school, college and university, as well as young adults. The market is broadening as more people are becoming familiar with frozen food. With more women in the workforce and the rise of dual-income nuclear families, time is limited — frozen food provides a convenient solution

Tanvir Haider Chaudhury, CEO, Kazi Food Industries

"Our customers are mainly families with children in school, college and university, as well as young adults. The market is broadening as more people are becoming familiar with frozen food. With more women in the workforce and the rise of dual-income nuclear families, time is limited — frozen food provides a convenient solution," he added.

However, not all consumers embrace frozen meals so readily. Tasneem Zaria, a communications expert at the Asian Development Bank, understands why people choose convenience, but she personally tries to avoid it.

"When we travel abroad, we happily pick up meals from shops like 7-Eleven without thinking twice. But here, when we know the processes involved in making nuggets or sausages, we should avoid them for ourselves and for our children. They are simply not healthy," Zaria said.

Despite such concerns, the market for frozen food in Dhaka continues to expand. From fish fingers to imitation crab, both global and local brands are drawing consumers in.

Rasel Ahmed, floor manager at Unimart Dhanmondi, explained the demand, "Our customers are mostly mothers with school-going children, foreigners working in Dhaka, or newly married couples. They prefer to keep frozen or ready-to-eat meals in their fridge, whether for lunch, quick snacks or even full meals."

New businesses are also trying to bridge the gap. Cookoly, which launched in January 2025, offers pre-mixed meals for those who want to eat healthy without putting in much effort.

"Our pre-mixes range from simple milk tea to kacchi biryani, priced between Tk50 and Tk500," said Shaila Sharmin, founder of Cookoly.

Cookoly's tagline is "healthy pre-mixes," and the company avoids additives such as tasting salt or preservatives. Their products have a shelf life of six months.

"Our main customers are doctors who want to maintain a healthy lifestyle, working mothers and gym-goers who are highly health-conscious," said Sharmin.

This shows how varied the market has become.

Consumers can now choose from frozen snacks, pre-cut and peeled products, ready-to-eat meals or healthier pre-mixes. Each household makes its decision depending on lifestyle, budget and personal preference.

For some, frozen meals can be a lifeline that helps balance work and family responsibilities. For others, they are something to avoid, but they gravitate towards healthier pre-mix options like Cookoly.