Prime Highlights
- Maggi introduces a new range of noodles in the U.S. with Indian, Chinese, and Korean-style taste.
- Launch targeting Gen Z shoppers, influenced by social media fads and seeking personalized meals.
Key Facts
- New flavors: Indian Classic Masala, Chinese Spicy Garlic, and Korean Spicy BBQ.
- Retailing in four-pack bags (~$4.20) and individual cups ($1.99) on Amazon and select U.S. retailers from May.
Key Background
Nestle’s Maggi is expanding its role in the US market for instant noodles with a new range of noodles. This is in an attempt to capitalize on rising demand for strong and diverse flavors, particularly from young American consumers growing more affected by global food trends and social media. Nosh research reports that 79% of Gen Z consumers have been inspired to try new food or flavor because of social media, a massive opportunity for brands to introduce new product that rides the wave.
The new Maggi noodles range includes three flavors: Indian Classic Masala, Chinese Spicy Garlic, and Korean Spicy BBQ. These flavors have been specifically designed to appeal to various tastes, as per the fusion food trend. The noodles are also positioned as customized meals to enable consumers to have customized meals with proteins, vegetables, or other sauces. This is in line with the contemporary food culture trend towards meal customization and convenience.
Maggi new noodles shall be packed in several packagings like four-pack bags for a price of about $4.20 and single cups for a price of about $1.99. They shall be released on Amazon in May followed by subsequent roll-out to several select stores across the U.S. Brand introduction is a strategic move intended to expand Maggi’s market share within the U.S. by embracing the consumer demand for bold and diverse flavors. The expansion also works to underscore the brand’s vision of offering world-class, international-style fare to win over American-born customers.
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