Maggi has introduced Maggi Air Fryer Crispy Coating, the latest innovation in culinary convenience, designed to elevate the air fryer experience.
People today are looking for faster ways to prepare wholesome meals. With 33 percent of households worldwide owning an air fryer, this device has become increasingly popular.
Nestlé is helping consumers keep their air fryer meals varied and exciting with its growing range of recipes and flavours dedicated to air fryers.
The company recently expanded its range of Maggi Air Fryer products in the United Kingdom (UK) and Malaysia, two of Nestlé’s key culinary markets.
In the UK, where air fryers are the third most used cooking appliance and 58 percent of people own one, Nestlé has added three new Maggi Air Fryer Crispy Coating recipe mixes to its highly successful Maggi Air Fryer Seasonings mixes.
The new coatings, among the first of their kind in the market, help people achieve a perfect crispiness that is full of flavour. These innovative coatings are available in three flavours: Crispy Southern Style, Crispy Katsu Style and Crispy Korean BBQ Style.
Each blend has been meticulously made to deliver that delicious crunch, making achieving quality crispiness at home easier.
“Building on the huge success of Maggi Air Fryer Seasonings, which launched last year, these coatings are perfect for those wanting to inject some excitement into their everyday recipes whilst still creating healthy meals, quickly and easily,” said Danielle McAreavey, Head of Marketing for Maggi UK and Ireland.
“With so many homes in the UK making use of air fryers, we wanted to ensure consumers are inspired with tasty and varied recipes to help with anything from entertaining guests to those busy family weeknights.”
At the same time, Nestlé has also built its Maggi Air Fryer series in Malaysia, where 42 percent of households own an air fryer.
Here, the company has introduced a Satay variant and repositioned its existing marinade mixes as part of the air fryer series to provide consumers with an authentic taste from fresh ingredients in two simple steps: marinating and air frying.
"Maggi, the world’s leading food brand with highest household penetration has always been at the forefront of food innovation for decades,” said Nikhil Chand, Head of Food Strategic Business Unit at Nestlé.
"In the UK and Malaysia, we are among the first with an air fryer range. At Nestlé, we constantly support modern cooking through our innovative offerings and enable consumers to prepare delicious home-cooked meals. As one of our six 'big bets' for 2025, our modern cooking solutions have the potential to generate over 100 million Swiss francs in annual sales."
The category expansion has been built on the presence of air fryer cooking solutions across other geographies, such as Australia, New Zealand, and China. Nestlé has leveraged years of flavour knowledge to deliver a carefully proportioned and authentic taste experience.
"Our chefs and food developers worked to craft these innovations through the smart combination of ingredients, leveraging Nestlé's sensory expertise and knowledge of local flavour profiles and trends,” said Swen Rabe, Head of the Nestlé Research and Development Centre for Food in Singen, Germany.
“These recipe mixes are just the latest examples of our ability to drive innovations that meet demand for modern cooking solutions like the air fryer."
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