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MAGGI launches "Cook the Difference" campaign introducing new flavours to SA kitchens
Calling Mzansi everyday cooks to upskill their food knowledge

Mzansi's most preferred noodle brand, MAGGI, as recognised by the Ask Afrika Icon Awards, is set to elevate South African kitchens with its latest campaign, "Cook the Difference!" Unveiled at an exclusive media luncheon on 25 July, VIP media guests experienced the brand's magic and versatility. MAGGI showcased its potential to be both a complete meal and a standout dish, offering convenient and flexible meal options that are superior in taste and full of flavour.

The Cook Difference campaign aims to empower food lovers across the nation. Whether you're an experienced home cook, a beginner, a single parent juggling career and personal life, or a homemaker prioritising family and traditions favouring simple, value meals, you and MAGGI make the ultimate team.
Reflecting on the latest campaign, Nithal Soni Ramjee, Business Executive Officer: Food at Nestlé shared, "the world of food is going through exciting changes. Consumers are increasingly aware of the impact of food on their well-being. Authenticity, transparency, and creativity are values new generations actively embrace in their vision of food, making it imperative for us to lead the conversation with aligned values, using our Cook the Difference campaign as a key communication foundation."
Mzansi's next MAGGI Partner
MAGGI Mzansi Test Kitchen is an empowering initiative that forms part of Cook the Difference. It is designed to inspire everyday cooks to show off their creative kitchen skills for a chance to win instant prizes, become a brand partner and upskill their culinary technical knowledge with a SETA-accredited course.
Starting in July and running until October 2024, the MAGGI Mzansi Test Kitchen will travel to Gauteng, Durban, and Cape Town visiting malls in iconic neighbourhoods across South Africa. Here, consumers will have the opportunity to create and share their noodle recipes on site, exploring unique culinary traditions.
New product innovations
MAGGI has introduced new and improved noodles with a thicker strand that carries a bold new flavour while maintaining the same taste consumers love. These noodles save time while providing a delicious and satisfying meal with every bite.



Additionally, MAGGI has launched the new MAGGI Hot Lazenby Worcestershire sauce. This spicy twist on the iconic flavour offers more variety in the kitchen to enhance meal preparation for those who prefer a bit of heat.

Baeng Machele, Category Marketing Manager: Food at Nestlé, highlighted the new products, stating, "Given the demands on our constantly on-the-go consumers, we always aim to bring a little relief. Our new tastier and thicker noodles reinforce their loyalty to MAGGI, as the brand they know and love. Happiness, after all, is best served homemade."
Machele added, "sensory explorations and new cuisine discoveries are transforming food experiences. With our new thicker noodles, we are expertly meeting our consumers' culinary needs, empowering them to cook fresh, filling and nutritious balanced meals."
The launch, filled with nutritious meal options also put guests to the test. They created MAGGI-inspired dishes under the guidance of Chef Sizwe Cebekhulu before indulging in a harvest table-styled lunch featuring a variety of Mzansi's favourite noodle brand products.
Find the entire experience online by following MAGGI as per below or online at maggi.co.za.
@maggisouthafrica [IG]
Maggi South Africa [FB]
#CookTheDifference #MaggiAndYou #Maggi
Contact:
Nestlé East and Southern African Region (ESAR)
Lesedi Mashale
Head: Public Relations & Events
Email: [email protected]
Issued by Offlimit Communications - OLC
Lerato Maboi-Maleto
Head of PR
Tel: +27 84 089 3244
E-Mail: [email protected]
Additional notes: the availability of new product innovations
- Availability of MAGGI Hot Lazenby sauce and Thicker noodles may vary depending on the market and retailer. Please check with your local store for current stock.
- All product variants and specifications provided in this document, including but not limited to pricing and availability are subject to change without notice.
- Promotional offers and product availability for MAGGI products may be limited and are subject to the terms and conditions of individual retailers.
- Source: ASK AFRIKA Icon Brands Survey 2023/4, Winner of the Instant Snack Meals Award Category
About Nestlé
Nestlé is the world's largest food and beverage company. It is present in 187 countries around the world, and its 291,000 employees are committed to Nestlé's purpose of unlocking the power of food to enhance quality for everyone, today and for generations to come. Nestlé offers a wide portfolio of products and services for people and their pets throughout their lives. Its more than 2,000 brands range from global icons like Nescafé or Nespresso to local favourites like Ricoffy. Company performance is driven by its Nutrition, Health, and Wellness strategy. Nestlé is based in the Swiss town of Vevey where it was founded more than 150 years ago.