Noodle Box teams up with Adam Liaw for new menu

Posted by Nicole Eckersley on 14th June 2011

Australian noodle franchise Noodle Box has announced plans for four new gourmet dishes, designed for the group by Masterchef 2010 winner Adam Liaw.

The dishes, to be launched in July, are Aromatic Black Duck Noodles, Malaysian Beef Rendang,  Prawn and Calamari Sambal, and a side dish of “Adam’s Dragon Wings”.

Co-owner David Milne said the move aims to appeal to a new customer-base, with the specialty boxes including premium ingredients, many of which are new to the Noodle Box menu.

“Adam was an easy choice for us when researching chefs to develop the recipes. He is extremely talented in Asian-inspired cooking and is closely aligned with our target audience,” said Milne.

While the new menu steps into new gourmet territory for the franchise, Liaw said his new dishes weren’t about a fine dining experience.

“I’m not trying to make the gourmet range fine dining; it’s about exposing people to food that they may not have otherwise tried. There is going to be someone new everyday that is going to try duck for the first time because we’ve put it on the menu,” he said.

Liaw said that working closely with the Noodle Box Head Chef and team to design the gourmet range was fundamental to his decision to work with Noodle Box.

“When Noodle Box approached me to design the dishes for the gourmet range, I was immediately excited. I love what Noodle Box brings to their customers. It’s fresh, high quality ingredients cooked simply by professional chefs with years of experience – and that’s what cooking is all about to me,” he said.