The launch will pitch Maggi against Knorr, which includes Ragu and Chicken Tonight among its sub-brands.
Nestlé has appointed Publicis London to work on a marketing strategy, with ads to run early next year. The work is likely to focus on Maggi Juicy Chicken cook-in-the-bag product. Nestlé flagged up its recent launch as central to helping lift group sales in its latest financial results.
A Nestlé UK spokesman said: 'We are at the early stages of exploring an opportunity for the Maggi brand within the culinary category.'