From farm to kitchen, Nestle opens the doors to Maggi's production

Whether in lunch boxes or during a late night-binge, Maggi has been a constant companion for many. But, the method of preparing the two-minute instant noodles was kept a secret, even when Maggi was banned in 2015, raising speculation over the quality of ingredients in its production. Not any more. As the iconic brand turns 35 this year, maker Nestlé has opened the lid. Now, Maggi lovers can watch the entire process of these are prepared in the factory, moving Nestlé a step further towards engaging with consumers by highlighting the safety aspect. The firm has launched a campaign that aims to explain the noodles’ journey, from farm to kitchen.

To begin, there are two promotional videos. The first is a proposed television campaign, kuch achha pak raha hai (something good is getting cooked). The second one takes consumers through a Maggi production unit, where the instant noodles pass through eight stages before getting packed in the retail form.