Nestlé takes on Unilever's Knorr by boosting Maggi in the UK

Nestlé is expanding one of its biggest global brands into the UK mainstream to challenge the dominance of Unilever's Knorr.

Maggi: aiming to be big in the UK
Maggi: aiming to be big in the UK
Maggi, a range of sauces, gravy, stocks and soups, is available across Asia, Europe and parts of Africa. However, it has little mainstream presence in the UK, and is sold to culinary professionals on a small scale.

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.'

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).