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History of Maggi Noodles Maggi is a Nestle brand of instant noodles, soups stocks, bullion, sauces a and seasoning.

The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father’s mill. At that time during industrial revolution in Switzerland created factory jobs for women, who were therefore left with very little time to prepare meals. Due to this growing problem Swiss Public Welfare Society asked Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest. It was the first to bring protein rich legume meal to the market, which was followed by ready made soup based on legume meal in 1886. In 1863, Julius Maggi developed a formula to add taste to meals, which later paved the way for Maggi and other easy to make food products. Apart from two minute noodles Maggi also offers a range of product. However in India it was launched in 1980s by Nestle group of companies. Maggie had merged with Nestle family in 1947. Today, Maggi is particularly well known in India, New Zealand, Australia, Malaysia, Pakistan, Nigeria, the Philippine and Singapore for its instant Maggi noodles. (Maggi mee). History of Maggi Noodles Maggie : Maggi (pronounced [maɡi]) is a Nestlé brand of instant soups, stocks, bouillon cubes, ketchups, sauces, seasonings and instant noodles. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father's mill. It quickly became a pioneer of industrial food production, aiming at improving the nutritional intake of worker families. It was the first to bring protein-rich legume meal to the market, which was followed by ready-made soup based on legume meal in 1886. In 1897, Julius Maggi founded the company Maggi GmbH in the German town of Singen where it is still established today. In parts of Europe, Mexico, Malaysia, and Brunei, In German-speaking countries as well as the Netherlands, Czech Republic, Slovenia, Slovakia, Poland and France, "Maggi" is still synonymous with the brand's "Maggi-Würze" (Maggi seasoning sauce), a dark, hydrolysed vegetable protein based sauce which is very similar to East Asian soy sauce without actually containing soy.[1] It was introduced in 1886, as a cheap substitute for meat extract. It has since become a well-known part of everyday culinary culture in Switzerland, Austria and especially in Germany. The bouillon cube or "Maggi cube" was introduced in 1908, which was another meat substitution product. Because chicken and beef broths are so common in the cuisines of many different countries, the company's products have a large worldwide market. In 1947, following several changes in ownership and corporate structure, Maggi's holding company merged with the Nestlé company to form Nestlé-Alimentana S.A., currently known in its francophone

Du. Nigeria. Brazil. They are: • Original Flavour • Chicken • Curry (a healthier alternative is also sold in supermarkets) • Kari Letup ("Explosive" Curry) in Malaysia • Laksa Lemak (discontinued) • Tom yam • Chicken & Corn • Beef • Oriental • Masala • Prawn • Dal Sambar (whole wheat noodles) • Dal Atta noodles • Asam Laksa • Cheese • Pizza (only in Saudi Arabia and South Africa. In the German. Indonesia and Singapore for its instant Maggi noodles (Maggi Mee). although. Maggi cubes are used as part of the local cuisine. lovage is one of the few herbs not present in the sauce. Malaysia. are widely sold with some repackaging to reflect local terminology. India. Maggi is particularly well known in the Baltic states for its dry soups. lovage has come to be known as "Maggi herb" (Ger. because it tastes similar to Maggi sauce.homebase as Nestlé S. Pakistan. maggikruid or Da. New Zealand. Maggikraut.. Throughout Latin America. In West Africa.A. Maggi products. Today. especially bouillon cubes. Bangladesh. was available for a period of time in Australia and New Zealand) • Sup Tulang (bone soup) (in Malaysia) • Chatpata • Tomato • Ruhi • Dashi • Koki • Kapi • Stronger Chicken • Crispy Chicken • Vegetable Atta Noodles (whole wheat noodles) • Shahi Pulao (rice noodles) • Chilly Chow (rice noodles) • Lemon Masala (rice noodles) • Mi Goreng Char Mee • Mi Goreng Kicap Bawang . Philippines. maggiurt). paradoxically. Dutch and Danish languages. Australia. Flavours Maggi Noodles are available in a large assortment of different flavours.

under the Maggi brand (Refer to Exhibit II for Maggi's product portfolio as of mid-2006). complaining that they want the original chicken flavour back. Maggi noodles also contain the additives E150d and E627. Of these. soups. the salt content has been increased by 31 percent. Oriental. it is also known as "maggi mee" (mee is Indonesian/Malay/Hokkien for noodles). packs of Maggi noodles were recalled by Nestle Philippines after it was said to be contaminated with salmonella. boiled vegetables or lemon can also be added to the noodles for a better flavour. In Malaysia. Maggi noodles became a popular snack food product in India. instant noodles had been NIL's main product category in the culinary segment since the launch of Maggi 2 Minute Noodles (Maggi noodles) in 1982. a Nestlé brand of instant soups. In fact. Brunei. and 'No Trans fat'.• • • • • • Mi Goreng Pluz Asli Capsica Itik (duck) Mi Udang Pulau Pinang' (was available in Malaysia) Maggi goreng sedap Boerewors (in South Africa) Maggie Noodles : Maggi noodles is a brand of instant noodles manufactured by Nestlé. New Zealand supermarkets introduced replacement formulations for its Beef. In mid 2008. New Zealand. Sri Lanka. The new Maggi range also has considerably lower fat than its own previous formulation. The Maggi noodle cake and seasoning is added into boiling water for two minutes and it is ready for consumption. Recently. Singapore. there are fried noodles made from maggi noodles known as Maggi goreng. to cater for the health conscious like 'No MSG'. The brand is popular in Australia. 'Less Salt'.[1] E150d is sometimes made from maize. This move helps the brand in India as suburban mothers. and the Philippines. Maggi noodles are part of the Maggi family. South Africa. stocks. and onions has also been introduced in India. Consumers have not reacted well to the new formulations. Over the years. In several countries. cooking aids (seasonings). Has Maggi finally got competition? . seaweed. Brazil. carrots. Maggi noodles recently introduced a new variety of its noodles. Nepal. Malaysia. a line of rice noodles and whole wheat with pulses. and Curry flavours. Bangladesh.[citation needed] In the Philippines. etc. Pakistan. [2] Claimed to be "2 minute noodles". A new feature is an extra sachet containing dehydrated vegetables. are the primary customers of the brand.. However. "Maggi" has become a well-known brand for instant noodles in India and Malaysia. beans. India. and noodles. Egg. sauces and ketchups. Maggi claims the new range contains 88% less total fat and 86% less saturated fat than the average of top-three (unnamed) 2-minute-noodle competitors. A wholewheat flour based noodle variation marketed by the name "Vegetable Atta Noodles" has been introduced in India (Atta flour is used in preparing most forms of wheat based breads in India) and caters to health conscious buyers wary of the refined flour used in the regular Maggi noodles. Nestlé India Ltd (NIL) offered a variety of culinary products such as instant noodles. who feed the noodles to children as an afterschool snack.

GSK and ITC venturing in. to a Rs 1. a 70 per cent share. and is also looking at acquiring a FMCG company in the South/ West. the year 2010 saw a sudden spurt in this category. The only competition Maggi had until now was from the Japan-based Nissin Group's Top Ramen. Wai-Wai is now working towards a national presence. The brand plans to launch itself with a new look and a new taste. GSK launched Foodles. and the Nepal based CG Foods' Wai-Wai Noodles. Top Ramen also has moved to set up its own distribution network. general manager . both in the urban and semi-urban markets are aware of instant noodles. almost 20 years after Nissin Group's Top Ramen had decided to try its luck. recently set up a new plant in Rudrapur. . Circa 1982.marketing. but also a new food product for many Indians. Top Ramen. offering them an instant solution. decided to venture into the market.200 crore one. tried to create some competition with Knorr Soupy Noodles. The other reason that experts attribute to the growth is that the profit margins in the instant noodles category are very high. to give it a fresh marketing push. which were looking to diversify into other categories. till recently. but failed to get its distribution network in place. the markets in the hinterland and interiors are yet to be tapped. which had manufacturing units in Assam and Sikkim. The category is yet to penetrate deeper into the deepest regions of this country.2010 saw a sudden spurt in this instant noodles category with two major FMCG players. Even though it has been nearly three decades. on the other hand. Maggi Instant Noodles had entered the kitchens of India.the brand was available on the shelves of super stores. and has single-handedly taken the instant noodles category from being almost non-existent.it even roped in Shah Rukh Khan as the brand ambassador. "While it is true that consumers. Wai-Wai. This provides a huge scope for growth. where it controlled 70 per cent of the market. in all these years. This was a lucrative proposition for companies such as GSK and ITC. The reason is because Maggi has not had much competition. the first one of its kind to do so. as much as in the local Kirana stores. existing competitors are also trying for a rebound. It was not only a new brand. as per industry estimates. while ITC launched Sunfeast Yippee. The brand had entered into a distribution tie-up with Marico. Maggi has grown exponentially to become a generic brand. Instant Gains : One reason why we see a spurt in this category is that it is still growing at the rate of 23 per cent. approximately. was restricted to the eastern market of West Bengal and Sikkim. The country had just been introduced to a revolutionary product. GSK and ITC." he says. However. It's been 28 years since then. says. which it successfully did . was aggressive in its marketing . and Indian consumers have continued to be loyal to the brand. Its strategy was to first build-up the distribution network. besides hiring a new agency Dentsu. GSK. Prashant Pandey. too. of which it currently has. All it took was two minutes to woo the hungry souls. Two major FMCG players. The company. Instead. which took over hundreds of households by their hunger pangs. Unilever. Besides. It was then that they started building the brand. in Uttaranchal. the brand did not face any serious competition. the owners of Saffola and Parachute.

to being a part of breakfast." Industry observers like independent consultant Cajetan Vaz and Prateek Srivastava. the new players still have a long way to go. says.It is because of Maggi that instant noodles have become a part of the food habit of Indian homes. president. lunch. . "It is all thanks to Nestle." says Alagh. However. the new entrants will have to find a differentiating factor. or the brand itself is very high. South. and build the concept through advertising and marketing. and there are chances that Foodles will do well in this market where it was first launched. For example. Maggi Vegetable Multigrainz Noodles. Ogilvy India (he was in-charge of Sunfeast Yippee campaign). feel that while there will be a place for many players in a growing category. which has done the initial and crucial job of establishing the instant noodles category in the consumer's mindset. Says Sunil Alagh. especially when MAGGI continues to innovate itself with new product variations. Maggi has moved from being a 7 pm-snack. Tasting Times How well will the new brands be received? Brand consultant Ramanujam Sridhar. and work on its distribution. be it Maggi Vegetable Atta Noodles. SKA Advisors. "It's the perfect time for newer players to enter the category. They just need to launch a good tasty product. or several other variants. "The new entrants will perform well in areas where the brand equity of the parent company. chairman. and dinner. of the average Indian household." According to Alagh the market is ripe. the Horlicks brand is very strong in the Tamil Nadu market.