MENA | Nestlé's iconic Maggi brand has teamed up with Ninja to deliver innovative air fryer solutions to consumers in the Middle East and North Africa (MENA).
Building on the rising popularity of these novel kitchen appliances in the region, this collaboration aims to inspire wholesome, more convenient, delicious home cooking.
Maggi and Ninja have co-led integrated promotional activations across the region at various physical and digital touchpoints. This also includes influencer partnerships and exclusive e-commerce offers, enabling greater access for the consumers.
Additionally, 'Black Friday' activations in electronic retail outlets across Saudi Arabia, the United Arab Emirates, Kuwait and Qatar have already helped expand Maggi's reach.
Maggi's air fryer mixes in MENA have been inspired by the region's most-searched recipes, blending beloved local flavours like garlic and herbs with global favourites such as Mexican fajita, hot buffalo, and Korean barbecue mixes.
"Maggi, the world's leading food brand, is joining forces with Ninja to help MENA consumers discover the latest in modern cooking," said Nikhil Chand, Head of Food Strategic Business Unit at Nestlé.
"With our air fryer mixes, we are making it easier for people to utilise their devices to prepare fresh, tasty and wholesome meals. This partnership, along with launches in other key markets, like Mexico and France, reflects Nestlé's commitment to investing in its strategic consumer platforms."
At the same time, Nestlé has also expanded the Maggi air fryer range to new geographies. In Mexico, where Maggi seasoned papyrus sleeves for air fryers are already available, the company has launched Maggi crunchy seasonings in three flavours: Teriyaki, Sweet Chipotle, and Lemon Pepper.
Continuing its expansion across continental Europe, Nestlé in France has offered Maggi seasoning blends, including Crispy Cheese Chicken, Mexican-Style Chicken Fajitas, and Paprika Homemade Fries. Maggi's air fryer seasonings are empowering consumers everywhere to achieve the perfect taste and texture.
The rollout of these products follows Nestlé's global expansion of its modern cooking portfolio across the US, Chile, UK, Germany, Spain, Portugal, Netherlands, Poland, Hungary, Italy, Greece, Finland, Norway, Denmark, Australia, New Zealand, Malaysia, Singapore, and China.
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