Nestle to reposition its Maggi brand

18 Dec 2008
Nestle India, a subsidiary of Nestlé SA of Switzerland, is learnt to be working on repositioning its maggi brand of noodles as a healthy snack option for the entire family. “Till now the focus of Maggi has been almost entirely on children below 12 years. But we have found Maggi is consumed by all members of the family and we are planning to reposition it following the guidelines of our parent company,” quoted a company spokesperson in ET. Maggi variants that strengthen Maggi’s image as a healthy snack include Maggi’s new dal atta, veg atta and rice noodles using the tag-line ‘taste bhi health bhi’. Ads for rice Maggi noodles show a teenager. It’s noodles-in-a-cup, introduced this summer, are also aimed at teenagers. Nestle has recently joined the league of the to15 food and beverages companies among others including Unilever, Kraft, Kellogg’s, PepsiCo, Coca-Cola, McDonald’s and Mars, that are committed to ensuring responsible advertising to children. Nestle's products are spread across baby food, coffee, dairy products, chocolates, sauces and pastes and its brands include KitKat, Munch chocolates, Polo mint, Nescafe, Cerelac and Lactogen.