MAGGI launches Iron Fortified Noodles as part of “Simply Good” commitment

Today Nestlé India announces its commitments towards 2020 to help make MAGGI ‘Simply Good’.  The iconic MAGGI brand is on a mission to support home cooks with healthier and tastier choices, by simplifying ingredients, reducing sodium and increasing micronutrient fortification.

Commenting on the development, Mr. Suresh Narayanan, Chairman & Managing Director, Nestle India Ltd. said, “With ‘Simply Good’ 2020 initiative, we are building a new, a better, and an even stronger MAGGI brand driven by our purpose which is ‘enhancing quality of life and contributing to a healthier future’.  It is a step where we want to introduce products which offer healthier choices to our consumers as we simplify our ingredients and encourage home cooking. At the forefront of this drive is the commitment to reshape MAGGI brand’s products to emphasize the use of familiar and common ingredients that people know and use for home cooking, from their own kitchen cupboard.”  

In India, the ‘Simply Good’ commitment journey begins with Iron fortification, especially since many Indians are Iron deficient (Anemic). As per the latest (2015-16) National Family Health Survey, 53% females and 22.7% males (15-45 years) suffer from Iron deficiency with an almost equal split across rural and urban India. Nestlé India is exploring ways to fortify its mass consumption products to close the gap and contribute to the larger national objective.

With 2.5 billion portions of MAGGI Masala noodles consumed annually in India, the changes will have a major positive impact.  It is currently consumed by 1/3rd of India’s total households i.e. by 9 crore families spread homogenously across segments, roughly 7 million serves a day. Given the scale and popularity, MAGGI Masala noodles offer a powerful platform to address Iron deficiency through the iron fortified variant, which will provide for 15% of the RDA and is a small step towards addressing Iron deficiency.

Additionally, in its quest for improving ingredients, we shall continue to bring down Sodium levels per serving. Over the last 10 years, we have brought down Sodium levels by 32.7% in our MAGGI portfolio. We are committed to further bringing it down by 10% by 2020.


News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing