Today's consumers want wholesome meals that balance taste and convenience, and the air fryer is enabling that shift. Nestlé's Maggi air fryer range offers everyday, flavorful meal solutions.
Around the world, home cooking is transforming. In many countries, the air fryer is quickly becoming a kitchen staple and a symbol of how people want to cook and eat today: tasty, convenient, and with less oil.
For Nestlé, this evolution isn't just a trend or a shift in appliances; it's an opportunity to make mealtimes easier and more enjoyable through trusted brands consumers love like Maggi. As air fryer adoption reaches 42% of households globally,* we're reimagining Maggi for modern kitchens.
Maggi reimagined for modern kitchens
Born in Europe and trusted for generations, Maggi is the #1 food brand in the world, present in 800 million kitchen cupboards. The brand continues to inspire consumers by evolving with how people cook locally as they shift to new solutions. Consumers love air fryers yet, many at home still face challenges to achieve the right texture or taste. Insights revealed that early adopters tended to be younger, presenting an opportunity to introduce a new generation to the delights of Maggi.
"We are proud to bring air fryer cooking solutions that make cooking tastier, easier, and more inspiring than ever," says Agnès Lalanne, who leads our Global Category Cooking Solutions.
Innovation rooted in insight
It all started in 2023 - Australia and New Zealand were identified as early adopters of air fryers, with penetration rates reaching levels comparable to global oven ownership. We looked at how consumers use their air fryers and the challenges they faced. Many struggled with dry results, especially when cooking proteins, and often relied on a limited range of recipes.
Our objective is to inspire consumers to cook more confidently and creatively with their air fryers.Liz Archer, Global Category Lead Culinary, NPTC Food
The team developed and launched seasonings mixes specifically for air fryers, delivering the perfect Maggi flavor without added oil. "These two countries became our living labs for modern cooking," recalls Liz Archer, Global Category Lead Culinary, who led the early rollout. "Consumers were curious and ready, and we were ready to deliver."
Additionally, we reimagined crispy coatings inspired by out-of-home menu options. Traditional coatings often need egg to stick and involve multiple steps. We simplified the process by rethinking the ingredient structure, so it naturally binds to proteins and vegetables - no egg needed. The result is a perfectly crisp, even coating that makes air fryer cooking easier and more reliable.
Global trend, local relevance
As cooking habits evolve around the world, we connect global trends with local relevance to develop a broad variety of solutions. We share our recipes and patented know-how, enabling each market to tailor flavors to local preferences without losing the core benefits of our air fryer solutions. For instance, we are now launching Maggi Empanizador Crunchy, with localized latin flavors like Chipotle Dulce and Pimiento & Lemon.
We are monitoring air fryer penetration and demographics, and launching products strategically. The Maggi air fryer range has traveled and evolved since its introduction in Australia and New Zealand and is set to reach 27 countries by the end of the year.
Nestlé is well placed to address these growing consumer trends, and we are delighted to be amongst the first to multiple markets with air fryer cooking solutions.Agnès Lalanne, Global Category Lead Cooking Solutions, Food SBU
Consumers that want to customize to local ingredients available in their kitchen consult our 1 400 air fryer-specific recipes on Recetas Nestlé, a digital recipe platform where 105 millions visitors looked for inspiration this year.
At Nestlé, we turn food expertise and consumer insight into everyday meal solutions, wherever and however people cook, today and tomorrow.
*Kantar Penetration study, 2023
