Maggi : advertising & marketing assignments

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Selected Maggi advertising

Maggi is the main international culinary brand in the Nestlé portfolio, and #2 in the worldwide sector to Unilever's Knorr. It is one of the company's strategic global brands, distributed in around 60 countries worldwide, although it is strongest in its heartland of continental Europe, especially German-speaking markets, where it regularly features as the country's most trusted food brand. The local range comprises more than 350 separate products, from the core flavourings and bouillons to an extensive selection of instant soups, frozen meals and prepared sauces. The company also operates Maggi KochStudio cookery clubs in several German cities, which present monthly live cooking shows and teaching courses for paying customers, as well as a busy YouTube channel. Maggi's German sales alone are estimated at around €1bn. Maggi originated in Switzerland in the late 19th century as a cheap but nutritional soup stock for factory workers. It was acquired by Nestlé in 1947. Oddly perhaps, Maggi has been available in Latin America since the 1950s, with the result that it is now positioned there and in the US as an "authentic Latino" food product. It has adapted itself just as readily to local tastes in other markets such as the Middle East, Asia and especially India, where it is Nestlé's single biggest brand by far, mainly because of its instant noodles. These enjoyed enormous popularity until unproven allegations of lead contamination prompted Nestle to recall all supplies temporarily pending an investigation. The company was eventually cleared and Maggi noodles have slowly rebuilt their market position even though they have yet to regain the 80% local market share they once commanded. Roel Annega is CEO of Maggi GmbH, the main operating business behind the global brand, based in Frankfurt.

Capsule checked 11th June 2019

Which agencies handle advertising for Maggi? Find out more from the Adbrands Account Assignments database

Who are the competitors of Maggi? Maggi's main global competitor in the culinary sector is Unilever's Knorr, followed by Gallina Blanca of Spain. More specialized or regional rivals include Dr Oetker and Ajinomoto. See Food Sector for other companies

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Historical profile information for Maggi

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Recent stories from Adbrands Update:

Adbrands Weekly Update 11th Jun 2015: Nestle's operations in India have suffered a serious blow as a result of a ban by local food safety regulators on its enormously popular Maggi instant noodles following allegations of lead contamination. Nestle vehemently denies the accusations, but has withdrawn all Maggi products from sale pending a full investigation. The company says it has been unable to find any lead traces in its own selection of samples, and contends that the products tested by regulators were accidentally contaminated after opening through poor handling. Ironically the issue only arose because Nestle appealed against an earlier complaint from regulators about misleading claims on Maggi packaging relating to MSG. The supposed lead contamination was only discovered when the original noodles sample was retested. The Maggi culinary brand is the company's most valuable by far in India, accounting for around 30% of local sales, or over $600m. Instant noodles account for the bulk of that, as much as $450m. The Indian government is also now seeking damages from the Swiss food giant over the case, which also threatens to dent consumer trust in the company's other products. Media coverage has shown angry customers burning piles of noodles in anger over the possible harm to their health. However, Nestle's case has received moral support from Singapore's food safety watchdog which found no contamination in samples of Maggi noodles imported from India.


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