Maggi's fortified products, including iron-enriched stock cubes, help deliver further value to consumers.
Nestlé’s Maggi brand will set about transforming its global product range, aiming for a 10% reduction in the average sodium content of its food by 2020.
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 its consumers to live healthier and happier lives.
The project will also involve Maggi using only ‘recognisable 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 – including vegetables and original flavours from herbs, spices, grains and other nutrient-rich ingredients.
The brand will seek to increase consumers’ intake of vitamins and nutrients like iron by delivering 10 billion additional servings of fortified Maggi products by 2020. It currently sells 110 billion servings of fortified food, like its stock cubes, and aims to increase that to 120 billion servings in three years’ time.
The Simply Good initiative has already kicked off in Central and West Africa, where the fortified stock cubes are particularly popular. In addition to the strong commitments on ingredients, Nestlé will also highlight the nutritional challenges faced by consumers through engagement with both government and society.
Nestlé executive vice-president Patrice Bula said: “Home cooking has a positive impact on our lives. 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.”
Along with changes to the products, Maggi Simply Good is also encouraging food habits that have a positive impact. On-pack and online advice and recipes, as well as local events such as cooking academies, will help people cook healthily on a budget and reduce food waste, Nestlé said.
The brand will also contribute to Nestlé’s commitment towards adding at least 750 million portions of vegetables and 300 million portions of grains, pulses, nuts and seeds to consumers’ diets by 2020.
Revised Maggi recipes are available on shelves in several markets, including a new range of sauce mixes in the Middle East, recipe bases in Australia, Mélanges Parfaits seasonings in France, and vegetable broth and sauce mixes in Germany.
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