Nestlé’s Maggi brand has teamed up with Ninja, one of the world’s leading air fryer brands, to deliver innovative air fryer solutions to consumers in the Middle East and North Africa (MENA). Building on the rising popularity of these novel kitchen appliances in the region, this collaboration aims to inspire wholesome, more convenient, delicious home cooking.
Maggi and Ninja have co-led integrated promotional activations at various physical and digital touchpoints across the region. This also includes influencer partnerships and exclusive e-commerce offers, enabling greater access for the consumers.
Additionally, ‘Black Friday’ activations in electronic retail outlets across Saudi Arabia, the United Arab Emirates, Kuwait and Qatar have already helped expand Maggi’s reach. Maggi’s air fryer mixes in MENA are inspired by the region’s most-searched recipes, blending beloved local flavors like garlic and herbs with global favorites such as Mexican fajita, hot buffalo and Korean barbeque mixes.
Nikhil Chand, head of Food Strategic Business Unit at Nestlé, said, “Maggi, the world’s leading food brand, is joining forces with Ninja to help MENA consumers discover the latest in modern cooking. With our air fryer mixes, we are making it easier for people to utilize their devices to prepare fresh, tasty and wholesome meals. This partnership, along with launches in other key markets, like Mexico and France, reflects Nestlé’s commitment to investing in its strategic consumer platforms.”
At the same time, Nestlé is also expanding the Maggi air fryer range to new geographies. In Mexico, where Maggi seasoned papyrus sleeves for air fryer use are already offered, the company has launched Maggi crunchy seasonings in three different flavors: Teriyaki, Sweet Chipotle, and Lemon Pepper. Continuing its expansion across continental Europe, Nestlé in France is offering Maggi seasoning blends, including Crispy Cheese Chicken, Mexican Style Chicken Fajitas and Paprika Homemade Fries. Maggi’s air fryer seasonings are empowering consumers everywhere to achieve the perfect taste and texture.
The roll out of these products follows Nestlé’s expansion of its modern cooking portfolio globally across the US, Chile, UK, Germany, Spain, Portugal, Netherlands, Poland, Hungary, Italy, Greece, Finland, Norway, Denmark, Australia, New Zealand, Malaysia, Singapore and China.
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Naresh Khanna – 10 February 2025
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