The Return of Maggi

Not so long ago, we were witness to the biggest food breakup in India. Maggi, the beloved two-minute noodles, not quite cooked in two minutes, tested positive for excessive lead content—too high and harmful for human consumption. Several samples sent to laboratories served the death knell for the instant noodles generations have grown up to revere. Some felt cheated, and some others thought it was a conspiracy against their favourite brand.

Nestle shares took an expected nosedive, with some people not mincing any words about their disregard for the ‘poison’ that is instant noodles. On the other hand, not many people fell out of love with Maggi either. Nestle’s PR strategy paid off, which began with them asking people to send back unused packets which were eventually burnt and advertisements which said ‘I miss you Maggi’ in a way that was bound to tug at your heartstrings. The brief was clear—we’re coming back and we’ll win hearts all over again.

It’s funny that one almost felt sorry for Nestle, not really blaming them for feeding innocent consumers lead-infested noodles. However, just in time for Diwali, Maggi is back. Nestle sent the new batches manufactured in its Karnataka, Punjab and Goa plants for testing in three government approved laboratories which deemed them fine. It is now being sold in 100 cities. Although it won’t be available at present in the eight states that have banned its sale, they have tied up with e-commerce website Snapdeal to do an unusual online sales campaign. And according to the company, the stocks were immediately sold out.

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