Maggi innovates with new recipes to stay on top

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Nuraina (left) beats the gong to launch Maggi Gawai Dayak Road Show 2014, witnessed by Chef Muluk. — Photos by Wilfred Pilo

KUCHING: Malaysian No.1 instant noodle Maggi Mee will strive to maintain its position in the market through innovative advertising, consumer promotion and creating more elaborate recipes to suit everyone’s taste.

Its brand manager (Food Business Unit) for East Malaysia, Nuraina Tajuddin, said their marketing strategy was also about giving more emphasis on product innovation and size-enhancement, like ‘Maggi Big Kari’ and ‘Maggi Big Chicken’.

“The portion for these two flavours increased from 79 grams to 90 grammes a packet and the product was launched in early April this year,” she told reporters before launching Maggi Gawai Dayak Road Show at E-Mart Matang yesterday.

“There is lot of opportunity for us to expand our marketing strategy and Maggi would want to remain in the market segment and be as competitive as ever in our brand and products.”

The retail price for Maggi Big Kari Mee and Maggi Big Chicken flavour is RM5.90 per packet.

Nuraina revealed that people nowadays do find ways on how they want their Maggie noodles to be cooked. They do not treat it as instant noodle, but as a proper meal.

“In Sarawak, our survey showed that people eat Maggi noodle by mixing it with vegetables and meats, while in West Malaysia people still eat it plain or just add an egg.”

She said that in conjunction with Gawai Festival 2014 in the state, Maggi would conduct a roadshow and their focus would be to introduce several unique recipes to cook ‘Terung Dayak’, ‘Ayam Pansuh’ and ‘Umai’ using Maggi ingredients.

“We want to create these different recipes so that people, especially locals, have more choices in cooking the noodles and at the same time enjoy it instead of having it very plain.”

Apart from their famous instant noodle, Maggi has other varieties of products like sauces and other food enhancers.

The Gawai Road Show that kicked-off yesterday featured many activities to attract the audience and its brand supporters.

One of the much awaited events yesterday was a demonstration by Maggi executive chef Abdul Muluk Rambli, or better known as Chef Muluk, who cooked local delicacy ‘Maggi Mee Terung Dayak’.

The next road show will be in Sibu before proceeding to Serian before the Gawai Festival 2014.