UK | Maggi is set to spice up noodle aisles with the launch of three bold, brand-new Korean-inspired noodle flavours: Gochujang Beef, Kimchi Chicken and Spicy Cheese.
Maggi, with more than 50 years of noodle-making expertise, has tapped into the UK’s growing interest in Korean cuisine by bringing the punchy flavours of Seoul’s bustling night markets straight to the kitchen cupboard.
Each recipe has been meticulously crafted to balance the complex sweet-heat and umami profiles that Korean food is known for. Whether you’re looking for a sharp, savoury kick or a rich, indulgent treat, Maggi has proven that fast food doesn’t have to compromise on bold flavour.
- Gochujang Beef: Boasts a smoky flavour that is sweet and spicy with a fermented note. This is the hottest variant in the new lineup.
- Kimchi Chicken: Features a complex flavour profile that is spicy, tangy and sour. This flavour delivers a medium heat level.
- Spicy Cheese: Offers a fusion of heat, a punchy cheese aroma and flavour, and a savoury umami profile. This one has a mild heat level with a kick.
In a UK first, Maggi teamed up with creative studio Unusual Service to create three incredible portrait artworks of iconic Korean celebrities, made entirely from the new range of noodles, embellished with complementary ingredients.
Commissioned specifically for the launch to pay tribute to these Korean icons, these intricate sculptures required 149 hours of meticulous crafting and equate to nearly 1.8km of noodles for the completed works.
To celebrate the diverse flavours, the bespoke noodle portraits perfectly reflect the range’s core characters:
- Gochujang Beef (The ‘Lowkey Legend’) x Son Heung-min: Cool without trying and effortlessly sharp, he is the misunderstood ‘cool’ guy who may seem aloof, but whose drama relies on slow-burn character reveals to show real depth once you get past the shades. This flavour is captured via a portrait of former Tottenham Hotspur captain Son Heung-min.
- Kimchi Chicken (The ‘Fire Starter’) x Kim Eun-jae: All heat, no hesitation. Fierce, fiery, and unstoppable, she charges headfirst into every drama. She thrives on spice and chaos. This vibrant energy is represented by a portrait of Kim Eun-jae from K-pop Demon Hunters.
- Spicy Cheese (The ‘Hopeless Romantic’) x Jung Kook: Big feels and even bigger energy. This is the eternal romantic, forever getting swept up in meaningful love stories. This flavour brings joy, warmth, and a touch of delightful chaos to every moment, brought to life through a portrait of BTS sensation, Jung Kook.
Fans will be able to get a closer look at the three noodle masterpieces in the heart of London’s Soho at a three-day Maggi pop-up experience this July, where guests can find their flavour match and witness noodle-craft like never before.
Once their match is found, guests can head to the dedicated customisation station to craft their ultimate noodle bowl, elevating their Maggi creation with an array of authentic, fresh toppings.
“We wanted to do more than just launch new flavours; we wanted to capture the soul and main character energy of Korean cuisine,” said Danielle McAreavey, Head of Marketing for Maggi UK and Ireland.
“Whether you’re a quiet legend or a drama-loving romantic, there is a flavour here that matches your vibe. Bringing this to life in Soho, complete with noodle art, is the perfect way to celebrate.”
The new Korean-inspired noodle range will be available in UK stores from June.
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