July 28, 2014

Meet The Manufacturer: Interview With Maggi Singapore

Interview With Maggi Singapore * Product Samples From Maggi Singapore ( 1 of 3 ) * Product Samples From Maggi Singapore ( 2 of 3 ) * Product Samples From Maggi Singapore ( 3 of 3 ) * Maggi Extra Spicy Curry Instant Noodles * Maggi Senses Laksa Instant Noodles * Maggi 2 Minute Noodles Curry Flavour * Maggi Hot Cup Perisa Kari * Maggi 2 Minute Noodles Assam Laksa Flavour * Maggi 2 Minute Noodles Tom Yam Flavour *

Maggi is a subsidiary of Nestle, and both names are known worldwide. Maggi makes a wide variety of instant noodles in Singapore, and I was thrilled when they contacted me with interest in doing a Meet The Manufacturer. Here’s the interview I conducted with them.

THERAMENRATER> Thank you for doing this interview! Can you start by telling me a little bit about the history of Maggi in Singapore – how did you start?

MAGGI> MAGGI was founded by Julius Maggi in 1884 when he took over his father’s mill. He quickly became a pioneer of industrial food production, aiming to improve the nutritional intake of the laboring class.
In 1897, Julius Maggi founded the company MAGGI GmbH in the German town of Singen
MAGGI is owned by Nestlé since 1947 and MAGGI in Singapore started in 1960s
Nestle factory in Jurong produced MAGGI tomato and chilli sauces in 1973. In 1975,  commissioned line to produce MAGGI Instant noodles
In 1980, Nestle opens its 1st R&D centre in Asia in Singapore focusing on culinary
Continue to provide innovative products to meet changing needs of consumers – quick meals such as porridge, culinary solutions such as stocks cubes, liquid bouillon and healthier options such as no added MSG and Healthier Choice Symbol products
MAGGI is the culinary expert who understands the taste and aroma requirements to make tasty and balance meal for the family.

TRR> For my readers who aren’t familiar with your product lines, can you tell a little about them?

MAGGI> MAGGI is known for its MAGGI noodles in Singapore but beyond that, MAGGI is also a strong culinary expert in offering multi-purpose cooking solutions to busy mothers for them to whip up tasty and balance meals for the family, such as the iconic MAGGI liquid seasoning, MAGGI cube, MAGGI tomato ketchup and chilli sauce, MAGGI oyster sauce, MAGGI liquid concentrated chicken stocks and Chef’s Master Stocks.

TRR> What is the history of the famous Maggi Mee?

MAGGI> MAGGI started producing MAGGI noodles since 1975 to meet consumers need for quick and convenience light meals. MAGGI proud itself as having noodles that can cook in just 2 mins. Our slogan of ‘Fast to Cook, Good to eat’ is remembered by generations of Singaporean.

TRR> Do you produce products other than instant noodles?

MAGGI> MAGGI produces a range of culinary cooking aids such as the iconic MAGGI liquid seasoning, MAGGI cube, MAGGI tomato ketchup and chilli sauce, MAGGI oyster sauce, MAGGI liquid concentrated chicken stocks and Chef’s Master Stocks.
MAGGI is also the only brand in Singapore to offer instant porridges in pouches
MAGGI has also extended to Concentrated herbal soups under Yang Sheng Le branding which provides herbal goodness to families

TRR> How do you noodle products differ from those by other manufacturers?

MAGGI> MAGGI noodles are made of wheat flour which is developed via MAGGI’s proprietary technology to create signature taste and aroma
Anyone can make noodle cake but what differentiates lies in the taste makers and seasoning. MAGGI has strong knowledge on spices & herbs and their cuisine in the area of Taste and Aroma.
MAGGI’s signature curry is unique and tasty and has allowed MAGGI to stay ahead of competition
Spicy flavor is the strength of MAGGI and hence our constant new products are introduced in spicy flavor like Tom Yam, Extra Spicy Curry and Laksa

TRR> You have a new super spicy curry – what made you decide to take the extra hot route?

MAGGI> Based on Deep consumer insight, we understand that Singaporean enjoys spicy noodles. Curry is still perennial favourite. Based on Nielsen retail audit, 51% of the flavours in noodles market in Singapore are spicy flavor.
MAGGI expertise has always been in curry variant, we are the undisputed market leader for curry noodles, and consumers have asked us for varying degree of spicy taste, hence MAGGI Extra Spicy Curry noodle is launched with 4 chilli degree of hotness, after Curry and Kari Letup flavours.

TRR> Can your products be purchased outside of singapore?

MAGGI> MAGGI Singapore has its own range of noodles and available only within Singapore. MAGGI in Asia has other range of noodles to suit respective local taste.  Don’t forget to stock up on MAGGI noodles the next time you visit Singapore!

TRR> Where do you make your noodles?

MAGGI> MAGGI noodles are currently manufactured in Nestle factory located in Malaysia. The factory is ISO certified and Halal certified.

TRR> What was your first product?

MAGGI> MAGGI’s first product was the ready-made soup based on legume meal in 1886
MAGGI Singapore’s first started with importation of MAGGI cube

TRR> Are you involved in the local community/charity?

MAGGI> MAGGI conducts cooking demonstration in community events to teach about the importance of cooking tasty and balance meals for the families.  We have many new initiatives which will include cooking for children’s charity during children’s day supported by MAGGI Singapore facebook fans.

TRR> How many packs, cups and bowls of instant noodles do you produce annually?

MAGGI> We cannot share this business information. MAGGI is the no. 1 packet soup brand in Singapore for YTD April 2014.
MAGGI Extra Spicy noodle has been causing a stir in Singapore since it’s launch in March 2014 – every shipment we brought in have been snapped up by retailers and consumers and resulted in  out of stocks situation till the next shipment arrival
MAGGI SENSES Laksa  is launching in June 2014 – expect this homestyle laksa to be a runaway success too with a perfect balance of spices and fresh coconut powder. Makes it easy to prepare Singapore’s favourite local delights at the comfort of home without hassle of preparing the spices. Laksa is a local noodle dish that is tedious to make from scratch due to the many spices needed that needs to be blended in the right amount
MAGGI always advocates having the right taste and balance meal by the inclusion of fresh ingredients e.g. toufu, egg, vegetable add nutrition and your personal touch

TRR> Have you ever thought about varieties like macaroni and cheese or pizza flavored instant noodles?

MAGGI> We want to meet Consumer preference for long term. If this is what consumers want and it is a sustainable business, we can look into it.

TRR> Which is your personal favorite variety of Maggi noodles and what (if anything) do you add to them?

MAGGI> There are many favourites and we love to have variety when it comes to noodles. If I have to choose, the new MAGGI SENSES Laksa is currently my personal favourite as it is difficult to recreate such intensive flavor at home and I can have it anytime of the day at the comfort of home. The spices are perfectly stir fried to perfection. It’s the perfect combination of spices and fresh coconut powder which taste Homestyle, like how my mum will make in her kitchen. Not too heavy coconut, just the right amount to allow you to slurp the entire bowl of broth without the guilt feel

TRR> To most in the USA, Singapore sounds like a very exotic place – can you tell us a little about daily life there?

MAGGI> Singapore is a cosmopolitan society with different ethnic groups and nationalities – diverse culture yet harmonious
Eating out is convenient and relatively affordable. Singapore is often known as the Food haven with easy access to diverse cuisine, from gourmet to exotic to street food

TRR> Why the name Maggi?

MAGGI> The Maggi brand originates from Switzerland where in 1884 when Julius Maggi created a recipe of flavours to bring added taste to meals. This marked the beginning of the Maggi brand and its convenient products.
Known for his nutrition-oriented approach, the Swiss Government asked Julius Maggi to create a product that would be quick to prepare yet nutritious as more and more women were working outside the home. The results were a success — two instant pea soups and an instant bean soup.
In 1947 Nestlé acquired the Maggi brand.

TRR> Thank you very much for this opportunity! I and my readers thank you very much!

With that, we start Meet The [email protected] I would like to thank Daphne, Jocelyn, Magdalene, Michelle, and everyone at Maggi Singapore for making this happen!

Interview With Maggi Singapore * Product Samples From Maggi Singapore ( 1 of 3 ) * Product Samples From Maggi Singapore ( 2 of 3 ) * Product Samples From Maggi Singapore ( 3 of 3 ) * Maggi Extra Spicy Curry Instant Noodles * Maggi Senses Laksa Instant Noodles * Maggi 2 Minute Noodles Curry Flavour * Maggi Hot Cup Perisa Kari * Maggi 2 Minute Noodles Assam Laksa Flavour * Maggi 2 Minute Noodles Tom Yam Flavour *

Products cooked according to package instructions. Product reviews done prior to adding any additional ingredients.

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