Nestlé on a mission to reinvent Maggi brand

1 Jun 2017

Nestlé has announced that its Maggi brand is on a mission to champion the goodness of home cooking, renewing its global product portfolio with ingredients that people are familiar with, like those they might find in their kitchen cupboard.

Nestlé on a mission to reinvent Maggi brand

Nestlé has announced that its Maggi brand is on a mission to champion the goodness of home cooking, renewing its global product portfolio with ingredients that people are familiar with, like those they might find in their kitchen cupboard.

The goal is to transform the Maggi range globally by 2020, removing ingredients that consumers do not easily recognise and adding more of those that they do.

The company says that means more vegetables and original flavours from vegetables, herbs and spices, grains and other nutrient-rich ingredients.

The move is part of the new Maggi 'Simply Good' initiative to inspire and offer tastier and healthier choices, in line with Nestlé’s commitment to enable healthier and happier lives.

Maggi will also continue to lower salt in its range, with an average sodium reduction of 10% between now and 2020.

Micronutrient fortification is another commitment, with the goal to increase fortified servings to 120 billion per year by 2020, from 110 billion in 2015.

Along with changes to the products, Maggi Simply Good is also encouraging food habits that have a positive impact, Nestlé claims: advice, recipes and local events will help people cook healthily on a budget and reduce food waste.

The Simply Good initiative has already kicked off in Central and West Africa, where fortified Maggi stock cubes and other products are said to be a staple for many households. In addition to the strong commitments on ingredients, Nestlé is highlighting nutritional challenges by engaging with government authorities, civil society and consumers.

“Home cooking has a positive impact on our lives,” said Patrice Bula, Executive Vice President at Nestlé. “The Maggi commitment is to inspire and help people to cook good food with fresh ingredients. That is why we are transforming our products using ingredients everyone knows and loves.”

New and improved Maggi products are already on shelves in many markets, for instance a new range of sauce mixes in the Middle East, recipe bases in Australia, the ‘Mélanges Parfaits’ seasonings in France, and vegetable broth and sauce mixes in Germany.