Maggi noodles
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Maggi noodles is a brand of instant noodles manufactured by Nestlé. The brand is popular in India, South Africa, Brazil, Nepal, New Zealand, Australia, Malaysia, Singapore, Bangladesh, Pakistan and the Philippines; in several countries it is also known as "maggi mee" (mee is Indonesian/Malaysian for noodles). Maggi noodles are part of the Maggi family, a Nestlé brand of instant soups, stocks and noodles. In Malaysia, there are fried noodles made from maggi noodles known as Maggi goreng. Maggi noodles recently introduced a new variety of its noodles, to cater for the health conscious like 'No MSG', 'Less Salt' and 'No Trans fat'. A wholewheat flour based noodle variation marketed by the name "Vegetable Atta Noodles" has been introduced in India (Atta flour is used in preparing most forms of wheat based breads in India) and caters to health conscious buyers wary of the refined flour used in the regular Maggi noodles. This move helps the brand in India as suburban mothers, who feed the noodles to children as an afterschool snack, are the primary customers of the brand. Recently a line of Rice noodles and Whole wheat with pulses, carrots, beans and onions has also been introduced in India. In fact, "Maggi" has become a genericized name for instant noodles in India and Malaysia.
In mid 2008, New Zealand supermarkets introduced replacement formulations for its Beef, Oriental and Curry flavours. A new feature is an extra sachet containing dehydrated vegetables. Maggi claims the new range contains 88% less total fat and 86% less saturated fat than the average of top-three (unnamed) 2-minute-noodle competitors. The new Maggi range also has considerably lower fat than its own previous formulation. However, the salt content has been increased by 31 percent. Consumers have not reacted well to the new formulations, complaining they are tasteless.
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[edit] Preparation
Maggi noodles take around 2 minutes to cook, hence the name "2 minute noodles". The Maggi noodle cake and seasoning is added into boiling water for two minutes and it is ready for consumption. Egg, seaweed or lemon can also be added to the noodles for a better flavour.
[edit] Flavours and Variety
Maggi Noodles are available in a large assortment of different flavours. They are:
- Original Flavour
- Chicken
- Curry (a healthier alternative is also sold in supermarkets)
- Kari Letup (Extremely Spicy Curry) in Malaysia
- Laksa Lemak (discontinued)
- Tom yam
- Chicken & Corn
- Beef
- Oriental
- Masala
- Prawn
- Dal Sambar (whole wheat noodles)
- Asam Laksa
- Cheese
- Pizza (only in Saudi Arabia, was available for a period of time in Australia)
- Sup Tulang (bone soup) (in Malaysia)
- Chatpata
- Tomato
- Stronger Chicken
- Vegetable Atta Noodles (whole wheat noodles) mostly in India
- Shahi Pulao (rice noodles)
- Chilly Chow (rice noodles)
- Lemon Masala (rice noodles)
- Mi Goreng Char Mee
- Mi Goreng Kicap Bawang
- Mi Goreng Pluz Asli
- Capsica (discontinued)
Maggi noodles also produces cup noodles known as "Hot Bowl", and sells cup noodles branded "Cuppa Mania" in India.
[edit] Health claims controversy
In October 2008, Nestlé mistakenly aired an advert meant for Bangladeshi TV on British TV. The advert made false claims that the noodles would "help to build strong muscles and bone". The British Advertising Standards Authority said that the ad did not abide by the new EU consumer protection legislation, by which advertisers have to provide proof of health claims.[1]
They have faced criticism for double standards, adhering to standards in developed countries, but then making misleading claims in developing countries, where the legislation permits it.[2]
Maggi Noodles also contains the additives E150d and E627.[3] E627 is partly prepared from fish,[4] and is thus not suitable for vegetarians, in spite of the claim made on the packaging. E150d is sometimes made from maize,[5] which is usually genetically modified.
[edit] Reputation and competition
In countries like Australia and New Zealand instant noodles tend to be eaten by a large area of the populace. As such, there is a large amount of competition in the market. While Maggi is arguably the most popular of all noodle brands (and tends to get its own section in supermarkets), it also has a reputation for being too dull and tasteless.
Its main competitors tend to be Mi Goreng noodles, which are significantly cheaper and spicier, as well as products from Trident, Nissin Foods and Nong Shim. Most standard supermarkets in Australia stock a large range of both instant and freeze dried ramen which, thanks to proximity, are all directly imported from countries like Korea, Indonesia, Thailand and Japan.
[edit] See also
- IndoMie Mi Goreng
- Koka noodles
- Mr. Noodles
- Pot Noodle
- Sapporo Ichiban
- Shin Cup
- Shin ramyun
- Super Noodles
- Wai-Wai (food)
