2 Minute Noodles:
Brand Packaging Study
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Eat while you read...
Did You Know?
Maggi is particularly well known in India, New Zealand, Australia, Malaysia, Pakistan, Nigeria, the Philippine and Singapore for its instant Maggi noodles.
Maggi is owned by
Within its first 25 years in India, it was able to command 90% of the quick noodles market it had created.
The Business Week magazine commented with considerable insight in 2006: “Maggi has managed to enter Indian homes to change the traditional food habits of Indian children on its promise of convenience. This brand has understood the psychology of Indian mothers and positioned itself for mother-child indulgence.�
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What happened when?
1863
1886
Julius Maggi developed a formula to add taste to meals, which later paved the way for Maggi and other easy to make food products.
Julius Maggi started produced first instant soup in his Kemptthal factory.
The original company came into existence in Switzerland, when Julius Maggi took over his father’s mill.
1872 2
1982 In India maggi was launched by Nestle group of companies.
The Maggi soups and seasoning business was acquired by Nestlé by merging with the Alimentana S.A becoming Nestle Alimentana Company.
1947
Amid concerns over “dangerous levels” of lead and MSG in Maggi Indian Government bans sale of maggi.
2015 3
Popularity & Campaigns
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Ingredients Maggi 2-minute noodles contains hydrolysed groundnut protein. It contains MSG (Monosodium glutamate) used as a flavour enhancer, which is made using Bactosoytone, itself made from soy protein using a catalyst enzyme porcine. Hydrolysed vegetable protein can contain high levels of glutamate, but still mentions “NO ADDED MSG� on the pack.
MSG, is the sodium salt of glutamic acid, one of the most
abundant naturally occurring non-essential amino acids is a form of concentrated salt added to foods to enhance the flavour. The noodles provide 10% of your daily calcium and 12% of your daily iron requirement. Other than that the Maggi brand noodles have no nutritional benefit.
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Directions of use 1. Buy a packet of Maggi
2. Open it. 3. Read the instructions given on side of the packet.
4. Make it yourself without anyone’s help. 5. Eat it before it becomes cold.
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Packaging Variants
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Nestle India has made subtle changes to the packaging of its Maggi noodles, with some experts construing these as the foods company playing safe after a ban that was eventually overturned but only after hectic rescue efforts and damage to the firm’s image and earnings. The pack no longer says:
“Maggi masala noodles is a source of protein and calcium: essential nutrients for you at all stages of life”. That’s been replaced with the message:
“Consume along with fruit and milk”. Also removed is:
“70g of Maggi masala noodles provides 10% RDA (recommended dietary allowance) of protein and 18 per cent RDA of calcium”. The list of ingredients and nutritional information, however, remains the same. There is no change in protein and calcium content in Maggi noodles.
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The yellow colour of the packet and the red of the logo of Maggi is the prime visual aspect for a customer. From generations it has been the same with minor changes The unique thing or the element which has become Maggi’s identity is the “2 Minute Noodles” written in blue which is bold enough to catch the viewer’s attention. The “2 Minute Noodles” serves as an instruction as well as a statement for marketing the product itself.
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The previous edition of Maggi says “Meri Maggi Masala” on top which was a part of their campaign while the picture of the bowl of noodles is iconic in every packet of Maggi. The latest edition after Maggi returned from their ban in 2015, it says “Your Favourite Masala Taste”.
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Deconstructing the pack
Logo placement
Plastic cover Product name
Tag line
Assurance statement
Flavour caption
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Picture of the final product
Quality assurance statements Owner company logo and name
Product Description Nutritional information
Customer care or interactive information
Scientific symbols Ingredients and contents information
Maufacturing information
Food safety and standards authority stamp
Storage Vegetarian information symbol
Weight of the product
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Know your competition The only competition Maggi had until 2011 was from the Japanbased Nissin Group’s Top Ramen, and the Nepal based CG Foods’ Wai-Wai Noodles.
In today’s date their are many brands attempting to bring in competition for Maggi such as Sunfeast, Chings and Smith & Jones etc. Despite of the competition, Maggi has recived a loyal customer following because of its attachment for many years.
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Visualizing - Minimizing
The iconic identity of Maggi majorly lies in the yellow pack and the red logo. These are the minimum elements that define Maggi.
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Even in your hardest times...
Keep Calm And Eat Maggi
Nestle India Ltd.