Maggi

If you think of a versatile seasoning found in many kitchens, chances are Maggi Sauce with its yellow label comes to mind. This sauce has stood the test of time, offering convenience and a delicious taste that enhances almost any dish. From simple fried eggs, omelets, and boiled eggs to steamed egg custard and countless other recipes, just a dash of Maggi sauce instantly makes them richer and more flavorful.

However, even though Maggi sauce is incredibly popular in Thailand and many other Asian countries, did you know that Maggi actually originated from a distant land in Western Europe: Switzerland?

The Visionary Beginning of Julius Maggi

The story of Maggi began with Julius Maggi, a flour mill owner in Switzerland, who possessed a far-sighted vision. During a period when the working class in Switzerland was suffering from malnutrition, he had the opportunity to meet a doctor from the Swiss Public Welfare Association. This doctor explained that a portion of the population was experiencing severe malnutrition and that his goal was to improve their quality of life. The problem, however, was that meat at the time was quite expensive, and many people couldn't afford it.

Upon hearing this, Julius Maggi conceived the idea of creating nutritious and tasty food suitable for working-class families with low incomes, who relied on plant-based nutrients. He came up with the idea of making products from legumes, recognizing that they contained similar nutrients to meat.

From Bouillon Cubes to Beloved Seasoning Sauce

In 1884, he decided to establish a new company, naming it Maggi. He spent several years researching and developing products to meet the needs of this consumer group. Finally, in 1886, he released his first culinary product made from legumes: the Bouillon Kub stock cube. Soon after, he also launched Maggi seasoning sauce.

In a short time, his products gained widespread popularity, quickly making their way into the kitchens of all social classes. Their delicious and well-rounded flavor stimulated appetites. But Maggi's popularity didn't stop there. In an era when women began working outside the home, many were too busy to cook. To lighten their burden of meal preparation, they increasingly turned to Maggi products because they were convenient, tasty, easy to use, and compatible with a wide variety of dishes.

Global Expansion and the Nestlé Acquisition

Over the years, Maggi's popularity never waned. The company began exporting its products to various countries across Europe, including Germany, France, Italy, the United Kingdom, and the United States, becoming a globally renowned seasoning. To expand production capacity and increase distribution points, Julius Maggi decided in 1897 to establish a factory and the Maggi company in Singen, Germany. Soon after, Maggi's success caught the eye of the giant company, Nestlé.

Ultimately, in 1947, Nestlé acquired all of Maggi's operations. In Thailand, Maggi sauce is managed and marketed by Nestlé (Thai) Ltd. Today, Maggi sauce remains as popular as ever. Especially in Thailand, it's safe to say that almost every household has this sauce in their kitchen.

Diverse Products and Enduring Success

Many people might not realize that Maggi offers more than just sauce. It has a diverse range of products, from the original stock cubes to various other sauces, and even instant noodles. However, Thais might be less familiar with the stock cubes and instant noodles, as these two products are typically sold internationally. Maggi instant noodles, in particular, are extremely popular in India, where almost every household keeps them stocked in their kitchen.

Thanks to Julius Maggi's broad vision and genuine care for consumers, his products have maintained their hold on people's hearts worldwide for nearly 140 years. To this day, Maggi continues to win over consumers globally, becoming an immensely popular kitchen staple.

You can find Maggi products at all Rimping branches.