In this fast-paced life, everyone is always looking to save some time. Preparing quick and easy meals is central to this, and over the years, instant noodles have helped many parents to feed their families.
Now, Maggi South Africa has relaunched its noodles range with a newly improved chicken-flavoured recipe, delivering an even bolder, superior taste while keeping the flavour generations of South Africans know and love.
Held at an exclusive event in Bryanston, north of Johannesburg, last month, the big reveal was made to an audience of renowned chefs, cooks and celebrated food content creators.
Brands that bank on quality, nutrition and flavour
Consumer needs and preferences are always evolving; this is particularly true for South Africans. A recent article by Innova Marketing Insights revealed that South African consumers are looking for brands that offer them products that are suitable for their overall health and nutrition. Other key factors include taste and flavour.
Food category marketing manager at Nestlé East and Southern Africa Region (Esar), Baeng Machele, said the relaunch was motivated by similar consumer insights and that the team is confident the revamped recipe will reignite how South Africans experience the iconic Maggi noodles.
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“We have always offered South Africans quality noodles, and this is what our consumers have come to expect of us. This year, Maggi is back with a tastier and bolder chicken-flavoured recipe that not only delivers on flavour but also gives consumers a versatile base they can pair with ingredients already in their homes, such as vegetables, eggs or other proteins, to create a more balanced meal that responds to today’s needs,” Machele said.
A good South African story to tell
Noodles are not the same; they come in different compositions, shapes, lengths, and textures, which makes each type of noodles unique and best suited for a handful of purposes. The improved Maggi chicken flavoured noodles are a source of iron and high in energy – a crucial need for many South Africans, especially busy adults and students.
The revamped chicken recipe uses herbs and spices which deliver a more satisfying, flavour-packed bowl. It went through rigorous tests and quality checks using sophisticated technology to ensure that it is safe for consumption and delivers on Maggi’s promise of superior taste and superior quality of the noodle strands.
All this great work is done locally at the Babelegi factory, in Tshwane. Maggi is a proudly South African-produced product, making Maggi noodles a Mzansi original.
Connecting different generations
In a world that moves faster than ever before, meaningful moments of connection are lost. People are drifting apart. While generations may experience the world differently, good food remains one of the simplest ways to bring people together.
What keeps Maggi relevant today is the ability to bridge generations and bring people together. That’s the idea behind the new global communication platform “Me and Maggi so good together”.
Through a playful “1K vs 2K” debate, Millennial and Gen Z creators may view the world differently in terms of music, fashion and films. However, both generations agree on one thing: Maggi noodles remain a favourite that has stood the test of time.
“We wanted to have a bit of fun with that by getting Millennials and Gen Z debating who had it better, only to discover they both land on the same bowl of noodles. It’s rare to find a brand that genuinely connects generations in the same way. The conversation may change, but Maggi continues to bring people together over a familiar bowl of noodles,” concludes Machele.
A familiar taste, made for today
Nithal Soni Ramjee, business executive officer for Food at Nestlé Esar, further explains, “Backed by more than six years of consumer research and the use of advanced technology, our newly improved chicken-flavoured recipe delivers a more satisfying taste while staying true to the flavour people know and love. We are excited to be giving South Africans an even better Maggi experience for today’s lifestyles.”
Alongside the newly improved chicken-flavoured recipe, there is also refreshed packaging and more value-driven pack sizes.
Whether it is an after-school snack, a student staple, or a quick meal after a long day, Maggi’s newly improved chicken-flavoured noodles bring together the familiar taste consumers love with an experience that is even better than before.
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