Unveiled at an exclusive media luncheon on Thursday, 25 July, VIP media guests experienced the brand's magic and versatility, says the brand. 

MAGGI adds that it showcased its potential to be both a complete meal and a standout dish, offering convenient and flexible meal options that are superior in taste and full of flavour.

The campaign, according to the brand, aims to empower food lovers across the nation.

"Whether you're an experienced home cook, a beginner, a single parent juggling career and personal life, or a homemaker prioritising family and traditions favouring simple, value meals, you and MAGGI make the ultimate team," the brand adds.

Nithal Soni Ramjee, business executive officer of food at Nestlé, says, "The world of food is going through exciting changes. Consumers are increasingly aware of the impact of food on their well-being."

"Authenticity, transparency and creativity are values new generations actively embrace in their vision of food, making it imperative for us to lead the conversation with aligned values, using our 'Cook the Difference' campaign as a key communication foundation," adds Ramjee.

Mzansi's next MAGGI Partner

MAGGI says that its Mzansi Test Kitchen is an empowering initiative that forms part of 'Cook the Difference'. It is designed to inspire everyday cooks to:

  • show off their creative kitchen skills for a chance to win instant prizes
  • become a brand partner, and
  • upskill their culinary technical knowledge with a SETA-accredited course. 

Starting in July and running until October, the MAGGI Mzansi Test Kitchen will travel to Gauteng, Durban and Cape Town visiting malls in iconic neighbourhoods across South Africa. 

Here, consumers will have the opportunity to create and share their noodle recipes on site, exploring unique culinary traditions, MAGGI says.  

New Product Innovations

MAGGI says that it has introduced new and improved noodles with a thicker strand that carries a bold new flavour while maintaining the same taste consumers love. These noodles save time while providing  a delicious and satisfying meal with every bite.

Additionally, the brand has launched the new MAGGI Hot Lazenby Worcestershire sauce.

"This spicy twist on the iconic flavour offers more variety in the kitchen to enhance meal preparation for those who prefer a bit of heat," MAGGI says.

Baeng Machele, category marketing manager of food at Nestlé, says, "Given the demands on our constantly on-the-go consumers, we always aim to bring a little relief. Our new tastier and thicker noodles reinforce their loyalty to MAGGI, as the brand they know and love. Happiness, after all, is best served homemade."

Machele adds, "Sensory explorations and new cuisine discoveries are transforming food experiences. With our new thicker noodles, we are expertly meeting our consumers' culinary needs, empowering them to cook fresh, filling and nutritious balanced meals."

According to MAGGI, the launch — filled with nutritious meal options — also put guests to the test.

The brand concludes that at the event, attendees created MAGGI-inspired dishes under the guidance of Chef Sizwe Cebekhulu before indulging in a harvest table-styled lunch featuring a variety of Mzansi's favourite noodle brand products.

For more information, visit www.maggi.co.za. You can also follow MAGGI on Facebook, X, or on Instagram. 

*Image courtesy of contributor