Nestle secret Maggi bouillon recipe adds show to win in emerging markets

At a lively street market in Lagos, dozens of women sit by their stands in the shade of colourful umbrellas, displaying fresh produce, bottles of fish sauce and a variety of seasonings. Known locally as mammies, they help sell more than 80 million bouillon cubes across Nigeria each day.
 
Maggi bouillon, used throughout central and West Africa to add flavour to everything from stews to cassava porridge, represents one of Nestle’s best-selling products in the region. The world’s largest food company is using unusual marketing methods — from home visits to producing a web drama — to generate loyalty