MAGGI’s New Campaign Spotlights the Spices Behind Its Signature Taste
MAGGI has launched a new campaign highlighting the sourcing and production journey of the 10 spices used in its iconic masala, showcasing partnerships with over 4,500 farmers across seven Indian states.
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MAGGI has launched a new campaign that focuses on the sourcing and production of the spices that make up its iconic masala, giving consumers a closer look into the journey behind the brand’s signature taste.
The initiative follows the journey of 10 spices sourced from various parts of India and used in MAGGI’s noodle seasoning. These include cumin, fenugreek, coriander, aniseed, turmeric, black pepper, chilli, ginger, cardamom and nutmeg.
MAGGI said it sources these ingredients from more than 4,500 spice farmers across 128 villages in seven states. The campaign showcases the different stages of the spices’ journey from the farm to the product, including growing, harvesting, roasting and quality testing before it is added to MAGGI products.
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Check out the campaign:
Behind the Masala:
Commenting on the campaign, Rupali Rattan, Head – Foods Business, said, “MAGGI masala has been at the heart of the brand’s iconic taste for over five decades. Behind this taste lies a deep commitment to our consumers to give them high quality and taste every time. This story is a tribute to the thousands of farmers who make it possible and a celebration of the partnerships that help us deliver the taste consumers love and trust.”
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The company said the spices are sourced via its spice procurement program that also emphasises agricultural practices that seek to support farmer resilience and long-term cultivation.
Through this campaign, MAGGI aims to highlight the network of farmers and partners that form part of its supply chain and also showcase the processes that go into ensuring the quality and consistency of its masala.
