Maggi Noodles turns up the heat with new devilled noodle range

By Cheranka Mendis

Nestlé’s Maggi Noodles on Thursday introduced a new range of ‘devilled’ noodles which is expected to ignite the taste buds of local youth.

Coming under three categories – devilled chicken, devilled kottu and devilled chilli chicken – the range has been created to suit the local palate, which often craves hot and spicy food.

Taking the new range forward, the company also introduced its Brand Ambassador for the devilled noodles, Sri Lankan-born Bollywood actress Jacqueline Fernandez.

The new range, the first in a line up of innovations to be introduced by Nestlé this year, has been produced using the company’s world-renowned research and development expertise after an in-depth consumer research carried out among the youth.

Results showed that the local youth favoured hot and spicy dishes, mainly in the ‘devilled’ form, thereby giving root to the new range.

“Before venturing into developing a new product we gathered insight from the local youths behaviour, trends, favourites and then assessed it and came up with what we call the ultimate taste experience for the Sri Lankan youth,” Nestlé Assistant Vice President Priyadarshanie Karunaratne said.

Maggi devilled noodle packs comes with additional sachets of savoury sauce and spicy oil to add that extra fiery zest, taste and aroma to the product.

“As Sri Lanka’s leading nutrition, health and wellness company, we are constantly innovating to make our products more relevant to our consumers in line with evolving trends and needs,” she added.

“Maggi Noodles is a brand that has found a place in the hearts of Sri Lankan adults and children alike. Its strong brand equity encouraged us to develop a new range of instant noodle products for youth with new indigenous flavours to cater to changing consumer needs. The delicious spicy flavours of our new range are sure to delight our consumers with great taste and the familiar tang of home.” Brand Ambassador Fernandez acknowledged that the new noodle range was a definite new-found-love for her. “It tastes incredible and has got such a fun, vibrant and youth-centric persona. I am definitely excited to be a part of it. Nestlé has such huge brand ambassadors all over the world that I am honoured to be given a chance to represent one of their products, especially such a tasty one made especially for the youth.”

Nestlé’s Managing Director Alois Hofbauer noted that Jacqueline was picked since she represents a new Sri Lanka.

“Maggi Devilled Noodles are extremely youth centric with dynamic, vibrant, fun and hot brand personalities. Jacqueline Fernandez fits very well with this youth-centric range. As a young, dynamic and vibrant youth icon of international fame with a strong Sri Lankan identity, she blends perfectly with the essence of our Maggi Devilled Noodles.”