The Return of Maggi

Nestle Maggi instant noodles’ return to the food market is a much anticipated one. Armed with a fool-proof crisis and query management agenda and a full-blown advertising campaign, the brand is said to have returned strong enough to reclaim its lead position in the instant noodles market.

Nestle, the Indian subsidiary of the $ 100-billion Swiss major’s crisis management began in June when its noodles brand was investigated with alarming traces of lead and MSG. Responding to the finding, Nestle recalled Maggi from off the shelves in India crushing 30 percent of its presence voluntarily. ” We do not want to cloud the consumers’ confusion more,”claimed the brand as much in defense as to empathize with customers’ shock. Subsequent to the action, some of its factories were ordered shut. After a test in its own labs, Nestle CEO Paul Bulcke declared at the press conference to reassure Maggi was safe. Following this, the media was invited to visit the brand’s Hassangarh and Moga facilities.

Bulcke had also called upon the Srilanka head Shivani Hegde, the woman instrumental behind Maggi’s popularity in India to brainstorm its comeback campaigns and strategies. The employees at Nestle were also requested to ambassador for its safe quality.

Talks about the reliability of the food standards and the extent of its testing mechanisms in India is in Nestle’s favor and market analysts are quite confident of Maggi’s recapturing of consumer confidence. Even investor trust is not broken only because the proofs are unbankable.  

But Maggi’s comeback this time must be armed with proper compliance mechanisms to fight the fight.

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