HOLISTIC & SUSTAINABLE MARKETING :
Maggi is a product of Nestle. Thus, stays loyal to the values curated by Nestle.
Quoting from the validated performance summary report, December 2012 :
Nestlé has developed performance indicators to provide a focus for measuring and reporting Creating Shared Value, sustainability and compliance. The
summary forms part of our communication of progress on the United Nations
Global Compact Principles. Unless stated otherwise, performance indicators are for the year ending 31 December 2012.
Highlights of 2012 :
11770 - Equivalent tonnes of salt removed by Maggi from its portfolio over the last eight years.
100 billion - Servings of iodine-enriched Maggi products sold worldwide.
690054 - Farmers working directly with Nestle (Maggi).
According to the same report, Maggi takes 45 “Magic” to malnourished consumers in India. Maggi is focussing on health economics.
With a special focus on encouraging children and teenagers to cook, Maggi helps families in Germany cook together with a book of easy‑to‑prepare recipes.
In addition to improving the nutritional value of its products by reducing salt content and adding relevant micronutrients, our Maggi brand has developed
an ambitious cooking education programme in markets such as Germany. Through messages on‑pack, online and in specially commissioned cookbooks, Maggi is helping families to improve their cooking skills and encouraging them to cook more balanced meals using fresh ingredients and less fat or salt. Maggi has removed the equivalent of around 11700 tonnes of salt from its portfolio of products over the last eight years and is committed to bring salt levels down even further.
Two billion people worldwide currently suffer from micronutrient deficiencies. A third of them live in India, which, despite rapid economic progress, has high rates of malnutrition linked to poverty. More than 70% of the population consumes less than 50% of the RDA for several important micronutrients, with women and children particularly affected. To make key nutrients affordable and attractive to consumers, in 2010 we launched Maggi Masala ae Magic spice sachets, which provide at least 15% of the RDA for iron, vitamin A, zinc and iodine per person, in a single low priced serving. To reach consumers in the
poorest areas, we ran street dramas, TV ads, educational campaigns targeted at families, and even sent nutritionists into Dharavi, the world’s largest slum. To date, we’ve sold 380 million sachets of Maggi Masala ae Magic, which has won several innovation awards, and rolled the concept out in Bangladesh and Sri Lanka.
Fortifying our Maggi brand to meet local needs. We’ve made some big strides in micronutrient fortification for people in developing countries through our Maggi
brand. Iodine fortification is included in more than 860000 tonnes of Maggi products – including bouillons, seasonings, noodles, soups and recipe mixes – in many countries around the world. Based on respective serving size, we estimate the total number of individual servings fortified with iodine to be approximately 100 billion in 2012. In addition to iodine, we have initiated an iron fortification programme in India, Pakistan, Sri Lanka, the Caribbean, Central America, Central West African countries and the Pacific Islands. We estimate that from approximately 100000 tonnes of bouillons, seasonings and noodles sold in those countries in 2012, around 32 billion individual servings of Nestlé products included iron fortification. These fortifications, which we highlight on packaging and through marketing campaigns, along with the benefits of eating fresh, local ingredients and home cooking, have helped us to achieve a 30%–40% improvement in Maggi’s market penetration among lower‑income consumers in two years. In a number of developing countries, including India, we’ve even successfully reduced salt in Maggi products, without losing market share.
