Home cooking needs to be given their due, says Nestle's Maarten Geraets

Many alternatives that target similar consumption moments have come into the noodles space: Maarten Geraets tells Sangeeta Tanwar

Maggi has adopted a new proposition of “Kuch accha pak raha hai”. What’s the value that the brand sees in promoting cooking with a social, progressive message?
 
With the ever-changing consumer trends and changing societal norms, Maggi identified an opportunity to participate and contribute positively through its own area of expertise—cooking. We believe home-cooking needs to be given its rightful due. Daily meals have a huge impact on oneself, the family and consequently on the society. While nutrition remains the most obvious key takeaway, people often overlook the contribution of home cooking to the overall development and instilling of a strong value system in an individual. Maggi, as a key player in the food space in India, is a brand that is loved and we believe we can have a positive impact.

 
India is changing and our choices are shaping the future—traditional structures and systems are being redefined, and the idea of community, family and country are evolving exponentially. Each day we are faced with many choices. Choices between what a person wants to do and what is expected of them. Choices within families between established roles and redefinition. Even choices in society between the right way to do something and “my way” of doing something.
 

With cooking and food experiences at our core, Maggi knows that cooking can be a powerful ally in the evolving Indian conversation that enables us to navigate our increasingly complex and ever-changing world. We believe that cooking doesn’t stop in the saucepan. Each new meal or dish opens us up to a new experience. The simple act of cooking doesn’t just make us more curious, creative and empathetic, it also teaches us independence, resourcefulness and awareness. This is why Maggi makes a wide range of products that make cooking simple, tasty and enjoyable for everyone. Maggi invites people at large to question norms, try new things and explore opportunities by embracing the simple act of cooking. Maggi urges people to “cook the difference”.

 
How has the noodles market evolved after the ban on Maggi was lifted?
 
Maggi has returned to strength rapidly in a changing market space. In the noodles category, the landscape has changed with many more, smaller players joining in. Additionally, many other alternatives have come in, which target similar consumption moments. The opportunities are there for Maggi as a major player in this segment. Cooking brings in an opportunity, which is undergoing significant changes. Cooking is here to stay and allows Maggi a great opportunity to impact the lives of those who cook, the family, as well as the society.

 
What are the key initiatives that Nestlé is taking in the food segment to promote a healthier “food product” bouquet?
 
Maggi is exploring a number of interventions to further build on its food product bouquet, from renovating the core existing portfolio, to gradually bringing in new and healthier propositions, to the development of services. For example, on the core portfolio, we are continuously working to reduce sodium and fat and at same time improve spices and vegetables—all of which the consumer seeks. Notably, last year we launched Maggi Masala Noodles which were iron-fortified, thus contributing to one’s iron intake. On the innovation front we have also been very active, launching last year Maggi Nutrilicious, Atta and Oats noodles with the benefits of protein, a great way to start your day. Last but not the least, on the services side, we are helping consumers make better choices, by placing guideline daily amounts (GDA) labelling on the front of all our packs, detailing exactly what the role of the product is in your diet. And for those who seek further information, we have just updated our website to allow consumers to find out how our noodles are made, under a campaign named “from our kitchen to your kitchen”.

 
What does the term “innovation” mean for a 35-year-old brand like Maggi and how are you going about it?
 
Innovation for Maggi is all about staying abreast of the latest consumer trends and needs, and ensuring that we cater to these needs and expectations. By continuously investing in consumer and cooking understanding, piloting and testing new ideas, we hope to be able to meet the needs for this changing consumer. Innovation for us is key to stay contemporary as well as drive the development of our business and categories, and is an important lever for success in the competitive Indian market. To cite an example, Maggi Masala-Ae-Magic has been one of our key innovations. It is a universal taste enhancer. It improves the taste of dal, dry vegetable dishes and makes them even better!

 
What are the consumer insights and trends in the Indian noodle market?
 
The Indian consumer is changing, eating more frequently and small meals due to a changing lifestyle, seeking a healthier diet, seeking more information, and seeking more variety. They are more engaged and involved, and demand to know more. These are exciting times in the food space with lots of change, and Maggi seeks to grab these opportunities that the market poses and join the consumer along this exciting path.