Nestlé has expanded its Maggi Air Fryer Range in the United Kingdom (UK) and Malaysia, catering to the rising popularity of air fryer cooking. With 33% of households globally now owning an air fryer, the company is capitalizing on this trend by offering new, convenient recipe mixes designed to create flavorful and crispy meals with ease.
UK: New Crispy Coating Mixes for Perfect Crunch
In the UK, where air fryers are now the third most used cooking appliance with 58% of households owning one, Nestlé has introduced three new Maggi Air Fryer Crispy Coating recipe mixes. These innovative coatings, among the first of their kind, help consumers achieve perfect crispiness and rich flavor without deep frying. The new products expand on the existing Maggi Air Fryer Seasoning mixes, which have been well-received by British consumers seeking quick and healthy meal solutions.
Malaysia: Authentic Satay Flavors in Two Simple Steps
In Malaysia, where 42% of households own an air fryer, Nestlé has introduced a new Satay variant to its Maggi Air Fryer lineup. The company is also repositioning its marinade mixes as part of the air fryer series, offering consumers a convenient two-step process—marinating and air frying—for quick and authentic-tasting meals. The Satay variant brings the rich flavors of Malaysian street food into home kitchens, catering to local culinary preferences.
Commitment to Innovation and Flavor Expertise
Nikhil Chand, Head of Food Strategic Business Unit at Nestlé, emphasized the brand’s leadership in food innovation, stating,
“Maggi, the world’s leading food brand with the highest household penetration, has always been at the forefront of food innovation. In both the UK and Malaysia, we are amongst the first with an air fryer range. Our modern cooking solutions, one of our six ‘big bets’ for 2025, have the potential to generate over 100 million Swiss francs in annual sales.”
Swen Rabe, Head of the Nestlé Research and Development Center for Food in Singen, Germany, added,
“Our chefs and food developers crafted these innovations by combining ingredients smartly, leveraging Nestlé’s sensory expertise and local flavor insights. These mixes showcase our ability to meet the growing demand for modern cooking solutions.”
Global Expansion and Culinary Trends
The expansion into the UK and Malaysia is part of Nestlé’s broader strategy to introduce air fryer cooking solutions across multiple markets, including Australia, New Zealand, and China. By leveraging its deep flavor expertise and culinary research, Nestlé is creating authentic, easy-to-use products that cater to changing cooking habits.
As air fryers become a staple in more households, Maggi’s Air Fryer Range offers consumers a healthier, faster, and tastier way to prepare meals, reinforcing Nestlé’s position as a leader in modern cooking innovation.
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