Nestle Launches A New Variety Of Maggi Noodles

Nestle India has launched its first sub-brand of its famous Maggi noodles to cater to the young adult population. The brand called ‘Hot Heads’ will have several flavours which appeals to the younger crowd. The company plans to expand its customer base by launching this new brand and to increase its presence in the emerging snack category in the country. Speaking to Economic Times, Suresh Narayan, Chairman of Nestle India, noted that the new product will appeal to the young adult section of the market who are looking for innovative flavours. 

‘Hot Heads’

With the launch of the new product, the instant noodles giant has increased its number of offerings from the current six to 12. With the ‘Hot Heads’ brand, the company has targeted the young adult population of the country for the first time. “We are addressing young adults in a very direct, concerted way, for the first time. The new flavours under the Hot Heads range, like peri peri, for example, are not for children. These are for adults, and for those who like spicy food,” added Narayanan. 


New Product Launches

Apart from the new launch, Nestle India also has plans to expand its product offerings as part of other brands in its portfolio. The company plans to launch new variants of KitKat and Munch, as part of its chocolate brands, as well as Nescafe and Nestea. Speaking about the new product launches, Narayanan noted that the “focus is on multiple products across existing categories, not just on noodles.” 


Regaining Market Share

Nestle India has been struggling to capture the same market share it had before last year’s ban on Maggi noodles due to high lead content. The company’s net profit declined by 19% in the last quarter as compared to the corresponding period last year. The ban on Maggi noodles reduced its market share for the instant noodles product to 50% from the 75% it had before the ban. Regarding the loss of profit, Narayanan commented that “our results show improvement in sequential performance both in sales and margins, as we rebuild our business, particularly Maggi noodles after a tough year.”