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MAGGI Delivers “Kitchen Cupboard” Commitment

100% of brand’s products to be made solely with ingredients 
that people know and love by end of 2020
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Dubai, UAE
Food Trends1

A regional MAGGI “Cook the Difference” workshop held in Al Gouna, Egypt, emphasized the health benefits and goodness of home cooking as the iconic brand outlined 15 Trends Inspiring Tomorrow’s Food being published on its website.  

The changes are happening as MAGGI announces this year, it will complete the journey it launched back in 2014 to have its products[1] solely include familiar and natural ingredients found in a typical Kitchen Cupboard, without artificial colors, flavors, or added preservatives. 

The trends are inspired by public demand for more Authenticity which is bringing back ingredients such as grains recognized for their high protein and fiber attributes, among others; emphasis on Nutrition for Health is driving recipes to include more nutritious alternatives, such as sunflower or olive oil; and a desire for Flavor Experiences is infusing products with more spice varieties from cuisines around the world. 

“As MAGGI, we want every person to cook the difference: to cook enjoyably, easily and healthily, as we help them realize their full potential in every meal in order to make a difference in their family’s lives,” said Jessy Abdulnour, Nestlé Business Executive Officer, Middle East & North Africa. “The completion of MAGGI’s Kitchen Cupboard journey in particular essentially means that people cooking with our products can now get the taste they love while being fully comfortable with the ingredients they’re consuming."

Food Trends2

“We want to contribute to the consumption of more vegetables, grains and pulses, and ensure consumers can cook with familiar and natural ingredients that people know and love, without any addition of artificial colors, flavors or
preservatives.” said Sarah Kanaan, Nestlé Head of Nutrition, Health and Wellness, Middle East & North Africa.

MAGGI’s latest innovations aimed at inspiring and facilitating healthy home cooking with balanced and wholesome ingredients include bouillons, pastes, sauces, mixes and other products.

Since the launch of the Kitchen Cupboard journey, almost 20 products have adhered to its criteria, including MAGGI Mixes, Sauces, Pastes, Soups, Kids’ Soups, and the renowned Chicken Stock. 

MAGGI’s Kitchen Cupboard initiative is part of Nestlé efforts towards achieving a number of nutrition commitments published by the company in the region: to “Simplify our ingredients list,” “Help reduce the risk of under-nutrition through micronutrient fortification,” further “Reduce salt, sugar, and saturated fats in our products,” and “Increase vegetables, fibre-rich grains, pulses, nuts and seeds in our products.”

About Nestlé in the Middle East and North Africa (MENA)

Nestlé’s heritage in the Middle East and North Africa goes back over 100 years with the sale of the first Infant Cereals in Egypt. Today, Nestlé operates 25 Food & Beverage factories across the 19 countries of the MENA Region, and provides direct employment to more than 15,000 people who are all committed to Nestlé’s purpose of Enhancing Quality of Life and Contributing to a Healthier Future. Nestlé MENA also provides indirect employment across the region to several thousand more.
The Nestlé portfolio in the region currently exceeds 60 innovative product brands in a wide range of categories: Dairy, Infant Nutrition, Coffee and Creamers, Confectionery, Bottled Water, Breakfast Cereals, Culinary products, Health Science, and Pet Care, among others. Nestlé NIDO, Nestlé CERELAC, Nestlé NAN, S-26, PROGRESS, NESCAFÉ, NESPRESSO, Bonjorno Café, Coffee-mate, KitKat, MAGGI, Nestlé FITNESS, Nestlé Grain d’Or, Nestlé Pure Life, OPTIFAST, and PURINA Friskies are just some of the brands available in the Middle East and North Africa.

To know more, you can visit: 

For more information, please contact:

Layal Dalal
Media Relations Manager
Nestlé Middle East and North Africa
Email: [email protected]


[1] In UAE, KSA, Kuwait, Bahrain, Oman, Lebanon, and Jordan