Staying in line with the mounting consumer awareness regarding health and fitness, Swiss FMCG giant Nestle is planning to cut back on the salt content by an additional 10 percent in its signature instant noodle Maggi. The instant noodle brand, which continues to be Nestle’s frontrunner in its product portfolio, contributing to 35 percent of the company’s growth in 2017, has seen a significant salt content reduction of 33 percent over the years.
Citing changing consumer trends over time and the rising popularity of products that have “natural and Ayurvedic properties”, Arvind Singhal, founder of retail consultancy Technopak, was quoted saying that “this change is happening not only in the packaged food business but also across categories such as cosmetics”, further adding, “there is a consumer backlash against products that are perceived to have higher content of sugar, salt, and chemicals.”
This, however, is not the first instance of a food and beverage company rethinking their product composition and keeping up with an increasingly health-conscious consumer base. Earlier, F&B giants PepsiCo and Coca-Cola too hopped on the fitness bandwagon with PepsiCo rethinking its brand strategy and shifting towards premium food products, while Coca-Cola pledged to reduce sugar content across its portfolio.